Betfair will end its affiliate marketing program in the United Kingdom and Ireland on July 1 this year. The company cites rising costs and tightening regulations as the reasons behind the decision.
The company confirmed that it will remove all UK and Irish affiliate services from Betfair.com. Betfair explained in a notice to partners that the decision was driven by ongoing changes in the UKI market. The company also cited a more complex regulatory landscape as a key factor.
The shutdown affects only UK and Irish affiliates. The global affiliate program of Betfair, as well as international traffic services will continue as normal. Affiliates affected by the change should contact their account managers before the deadline.
The decision is part of a broader strategy by parent company Flutter Entertainment to reduce costs in its home markets. It also aims to consolidate all affiliate marketing services onto a single technology platform to improve efficiency.
Coincidentally, Flutter has been increasing its investment in compliance and safer gambling across the United Kingdom and Ireland. Since 2022, it has spent over €100 million ($114 million) annually on related measures for Betfair, Paddy Power, Sky Bet, and Tombola.
Regulatory costs have had a direct financial impact. Flutter reported in its FY2022 accounts a £160 million or $182 million hit to adjusted EBITDA because of compliance efforts. In the previous year, the company paid around £680 million or $771 million in UK taxes. This includes corporate tax, gaming duties, VAT, and employment levies.
Betfair’s exit from affiliate marketing marks a major shift in strategy. The company concluded that affiliate-driven acquisition no longer justifies the regulatory risks in the UK and Ireland.
As operators face stricter marketing rules, affordability checks, and political uncertainty, analysts see the move as a sign of growing pressure across the UK gambling sector.
Flutter keeps on reviewing costs across all UKI operations. This includes marketing, customer incentives, and retail network of Paddy Power.
