Entain Ends 52-Year Coral Cup Sponsorship Amid Tax Pressures

Entain confirmed the decision to end Coral Cup sponsorship at the Cheltenham Festival after a 52-year association since 1974.

The operator said the decision came after a rise in betting taxation announced in the UK Autumn Budget. This change forced the business to reassess sponsorship viability during a wider marketing investment review. The move followed racing leaders avoiding joint budget campaigning with bookmaker groups before the announcement. Some figures in racing aligned closer with gambling reform campaigners during that period. Simon Clare, Entain UK PR and sponsorship director, confirmed Coral will not renew the Coral Cup sponsorship. He said Coral ended the partnership with reluctance after many years of involvement. Coral held sponsor status at the Cheltenham Festival since 1974 without interruption.

Recent betting tax increases required decisions to reduce the financial impact across operations. The sponsorship ends after 52 years, under a reassessment of investment under new cost conditions. Clare stated the Jockey Club remains a partner across Coral and Ladbrokes sponsorships. Sources said the decision aimed to show real-world impact from tax increases. This message targeted claims suggesting that budget measures caused no industry effect. The decision addressed audiences beyond horse racing, sources explained. These included Treasury select committees, anti-gambling campaigners, and others expecting no operational change.

Entain Highlights Ongoing Racing Commitment

Despite the withdrawal, Entain confirmed its long-term commitment to British racing. The group highlighted continued investment through Coral and Ladbrokes partnerships. Entain stressed cooperation between racing and betting operators for sports sustainability. Rising costs and pressure from unregulated operators increased the need for joint action. Clare said horse racing remains important to Entain’s investment plans. He confirmed funding across events, including the Ladbrokes King George and the Coral-Eclipse. Cheltenham will remain a key moment for customers across all channels.

The company will promote the Festival across platforms without reduction. Higher taxation and racing cost bases include media rights and the statutory levy. Entain urged the racing and betting sectors to work together for financial sustainability. The company confirmed continued cooperation to support racing’s long-term health.