Betfair Shuts Down UK and Irish Affiliate Programme Amid Rising Compliance Costs
Betfair will discontinue its affiliate marketing programme in the UK and Ireland from 1 July 2025, citing rising compliance costs and increased regulatory complexity as key factors behind the decision.
Affiliate Operations to End by July
Starting 1 July 2025, Betfair will officially cease all affiliate marketing activities targeting the UK and Irish markets. The decision means related services will be removed entirely from the Betfair.com platform, affecting all local media and acquisition partners.
According to a notice sent to partners, the move is a response to “a series of changes to the UKI market and an increasingly complex regulatory landscape.” While the global affiliate programme remains unaffected, domestic affiliates have been asked to coordinate with their account managers ahead of the cutoff date.
Regulatory Pressures Drive Strategic Exit
The exit marks a significant departure for one of Flutter Entertainment’s most recognised brands. Betfair, originally known for pioneering betting exchanges, has historically relied on affiliates to drive traffic and user acquisition. But with tightening regulatory oversight and increasing costs, the traditional affiliate model has become less sustainable.
Flutter has intensified its investment in compliance and safer gambling across its UK and Irish operations. Since 2022, the group has spent over €100 million annually on initiatives supporting responsible gambling across its core brands, including Betfair, Paddy Power, Sky Bet, and Tombola.
In its 2022 financial results, Flutter reported that these regulatory obligations had trimmed approximately £160 million from its Adjusted EBITDA. These pressures have continued into 2024, with the company contributing an estimated $1.04 billion to the UK government in taxes, duties, and employment levies.
Industry Analysts See Broader Implications
Industry observers interpret Betfair’s retreat from affiliate marketing as a signal of deeper shifts within the UK market. Tighter rules around advertising, more intrusive affordability checks, and political uncertainty have collectively strained acquisition models, especially those dependent on affiliate networks.
Flutter’s leadership has made it clear that while the company remains committed to the UK market, it is recalibrating its cost base. The end of affiliate partnerships is part of broader efficiency efforts, including reassessments of marketing strategies, customer incentives, and the retail performance of Paddy Power.