In a significant development within the gambling industry, Betfair has announced the imminent termination of its affiliate programme in the UK and Ireland.
Effective from July 1, 2025, the betting operator will cease all affiliate operations within these markets, citing escalating compliance costs and increasingly complex regulatory requirements as primary reasons for this strategic decision.
As the deadline approaches, affiliate partners in the UK and Ireland are being informed that their access to Betfair’s affiliate platform will be discontinued. This means the end of commission earnings, marketing links, and traffic-driving activities associated with Betfair in these regions. Many affiliates have reportedly received communications from Betfair urging them to coordinate with account managers to address logistical and contractual matters before the programme’s closure. Meanwhile, Betfair’s global affiliate programme remains active, but for local partners in the UK and Ireland, this marks the conclusion of their partnership.
The decision to withdraw from the affiliate space in these markets reflects broader industry pressures. Betfair, a prominent brand under Flutter Entertainment, has historically relied heavily on affiliate marketing for customer acquisition. However, the company has cited the increasing financial burden of compliance and the regulatory environment as critical factors. The UK and Irish markets have seen the implementation of more stringent advertising standards, rigorous affordability checks, and a challenging political landscape—all of which contribute to rising operational costs.
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Flutter has invested over €100 million annually since 2022 into compliance and safer gambling initiatives across its portfolio, including Betfair, Paddy Power, Sky Bet, and Tombola. These investments, while necessary, have impacted profitability, with Flutter reporting a £160 million decline in earnings in 2022 and an estimated $1.04 billion paid in taxes and levies to the UK government last year.
Industry insiders interpret Betfair’s affiliate programme shutdown as a possible harbinger of broader transformations within the UK gambling sector. The reliance on affiliates for customer acquisition is being reevaluated amid mounting regulatory pressures and escalating costs. Flutter Entertainment appears to be shifting its strategic focus toward operational efficiencies, including optimizing marketing strategies, enhancing customer experience, and restructuring retail operations such as Paddy Power’s shops.
The closure of Betfair’s affiliate programme may serve as an early indicator of a more extensive industry overhaul, potentially reshaping how gambling brands approach growth and compliance in highly regulated markets. Betfair UK Ireland affiliate programme
