Betfair is winding down its current affiliate marketing programme for media partners in the UK and Ireland; this is a strategic action from Flutter Entertainment to merge all affiliate services on one technical platform for higher efficiency. Starting 1 July 2025, Betfair will end its legacy UK and Irish affiliate activities and will remove those services from its Betfair.com website.
The operator told partners that this step was needed because of many changes in the UKI market and new, more complicated regulatory rules. Flutter confirmed that international traffic and global affiliate programme services are staying the same, so affiliates in other regions are not affected. Betfair partners who are impacted by these changes have received instructions to contact their usual account managers before the July deadline.
Flutter’s Strategic Shift Toward Centralisation and Compliance
Flutter Entertainment gave an official statement to SBC that said: “Betfair UK and Ireland is closing its old affiliate programme as part of moving toward a central affiliate platform under Flutter UK and Ireland.
“These updates will improve our compliance standards and operating efficiency at Flutter and will bring top-level service to our selected affiliate partners.”
Flutter’s decision connects with its bigger focus on investing in compliance and safe gambling projects in both the UK and Ireland. Management said that since 2022, Flutter spends over €100 million every year for compliance and responsible gambling on its UK brands, including Betfair, Paddy Power, Sky Bet, and Tombola.
Ongoing Cost Pressures and Future Plans
Flutter also continues to keep a close eye on spending; the end of Betfair’s affiliate programme and the new marketing plans fit with the Flutter Edge programme, which aims to make the group’s systems, resources, and services better.
Compliance cost was highlighted in Flutter’s financial statements for 2022, as the company reported that regulatory pressure and safe gambling work cut their Adjusted EBITDA by £160 million.
Flutter’s rising compliance cost is also matched by its higher tax payments. In 2024 alone, Flutter paid about £680 million to the UK government for corporate tax, gambling duties, VAT, and employment charges, which shows the company’s local scale. Leaders expect more changes in 2025 as Flutter reviews spending for UKI marketing, player rewards, and the retail performance of Paddy Power.
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