End of an era: No more Betfair affiliates in the UK
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30 May 2025 •
Reading time: 3 minutes 1 July 2025 will mark the end of Betfair’s affiliate programme in the UK and Ireland. The decision, announced by Betfair’s parent company Flutter Entertainment, is driven by ever-increasing compliance costs and an increasingly complex regulatory landscape.
In a message to its partners, Betfair said the move was in response to ‘a series of changes in the UK and Irish market and an increasingly complex regulatory landscape’. International affiliate activity will remain unchanged, but local partners are advised to contact their account managers before the July deadline.
The reasons behind this decision
Betfair, the betting exchange pioneer, has long relied on affiliates to attract new users. However, the changing regulatory landscape in the UK and Ireland has made this model less viable. Flutter Entertainment has confirmed that the closure of Betfair’s affiliate programme in the UK and Ireland is part of a wider strategy to centralise affiliate marketing services on a single technology platform. This consolidation aims to improve operational efficiency and compliance standards.
“These changes will enhance compliance standards and operating efficiencies for Flutter, while providing a best-in-class experience for our chosen affiliate partners.”
Since 2022, Flutter has invested around €100 million a year in compliance and responsible gambling initiatives for its flagship brands, including Betfair, Paddy Power, Sky Bet and Tombola. These investments have had a significant impact on the company’s financial performance, with a £160 million reduction in adjusted EBITDA in 2022.
In 2024, Flutter paid around £680 million to the UK government in taxes, gaming duties, VAT and employment levies, underlining the scale of its domestic operations.
A strategic shift towards digital
The closure of the affiliate programme does not mean the end of Betfair’s marketing efforts in the UK and Ireland. Instead, the company is adopting a digital approach focused on direct control of customer acquisition. This includes targeted campaigns via proprietary and paid channels, mobile notifications, personalised email streams, programmatic advertising and CRM integration.
This move to a digital strategy gives Betfair greater control over its marketing messages and enables it to adapt quickly to regulatory changes. However, it also brings challenges, not least the need to replicate the authenticity and community trust that affiliates used to bring.
Implications for the online gambling industry
Betfair’s decision is seen as a sign of deeper changes in the UK market. Stricter advertising rules, more intrusive credit checks and political uncertainty have collectively put a strain on acquisition models, particularly those reliant on affiliate networks.
Flutter’s management has made it clear that, while the company remains committed to the UK market, it is reassessing its cost base. The end of affiliate partnerships is part of wider efficiency efforts, including the re-evaluation of Paddy Power‘s marketing strategies, customer incentives and retail performance.
The closure of the Betfair affiliate programme in the UK and Ireland represents a strategic turning point for the business. Faced with rising compliance costs and a complex regulatory landscape, Betfair is choosing to refocus its efforts on more controlled digital marketing strategies. This decision could influence other industry players and redefine customer acquisition approaches in online gambling markets.