Betfair Shuts Down UK and Ireland Affiliate Program – What it Means for the Industry

In a move that’s sent ripples across the iGaming affiliate space, Betfair has announced the termination of its affiliate program in the UK and Ireland. One of the oldest and most recognisable brands in sports betting is stepping back from its long-standing performance marketing relationships in its home markets and for many affiliates, this marks more than the end of a partnership.

It signals a broader shift in how big operators are reassessing risk, regulation, and the economics of affiliate marketing in 2025.

The announcement

The message to partners was short and to the point. Effective immediately, Betfair will cease to onboard new UK and Irish affiliates. Existing affiliates will be phased out over the coming weeks, with all links deactivated and commissions halted by the end of the transition window.

No specific reason was given publicly, though affiliates were told the decision was part of a “strategic realignment.”

Why Betfair is making this move

While Betfair hasn’t shared much detail, the underlying reasons are likely a combination of:

1. Regulatory pressure

The UK Gambling Commission (UKGC) continues to tighten the rules around gambling marketing especially affiliate promotions. Operators are now held accountable for the actions of their affiliates, and non-compliant messaging can trigger fines and licence reviews.

For a major brand like Betfair, the risk of affiliate-related breaches may now outweigh the benefits.

2. Lower ROI from affiliate channels

As more operators invest in CRM, paid media, and first-party data tools, the value of third-party traffic especially from long-tail affiliates is harder to justify. CPA costs are rising, and lifetime value is falling as bonus hunters cycle quickly through offers.

By focusing on owned channels and internal acquisition, Betfair may see better margins and more control.

3. Simplification of operations

Affiliate management when done properly is resource-intensive. Vetting new partners, approving content, managing disputes, tracking performance, updating creatives… it all adds up. Cutting the affiliate channel in two regulated markets may be a way to streamline without touching the wider international program.

How affiliates are reacting

For many affiliates, especially long-time partners who built their business around major UK sportsbooks, the news stings.

One mid-tier affiliate told us:

“Betfair was a staple on our homepage for years. They didn’t always have the flashiest bonuses, but they converted well. Losing that relationship changes the dynamic of our UK sports section completely.”

Another added:

“It’s not just lost commission, it’s the erosion of trust. If brands can switch off partnerships this quickly, it makes us question how future-proof any affiliate deal really is.”

Smaller affiliates are hit hardest. Those with a narrow focus on UK football betting or exchange betting now face the dual challenge of replacing lost earnings and updating hundreds of links, banners, and tracking pixels.

What it means for other operators

The big question now: will others follow?

Historically, when a major player exits an affiliate market, it gives rivals an opening. Expect brands like Betway, Unibet, and even lesser-known challengers to push harder into UK and Irish affiliate spaces in the coming months, hoping to snap up traffic that would’ve gone to Betfair.

But there’s also a more cautious mood in the air. Larger operators are watching this closely. If Betfair sees minimal impact from dropping affiliates or even an uplift in profit margins others may reassess the cost-benefit equation of performance partnerships.

In short: Betfair’s move could become a precedent.

What’s next for UK and Ireland affiliates?

Affiliates focused on these markets need to act quickly and strategically.

• Replace Betfair links: Prioritise content updates and redirect traffic to alternative offers to avoid dead links and lost conversions.
• Diversify operator partners: If you’re still relying on 2–3 brands for most of your UK income, now’s the time to spread the risk.
• Explore non-sports verticals: Consider casino, bingo, or emerging hybrid offers with higher margins and less saturation.
• Build email lists and owned audiences: Reducing dependency on operator traffic is now more important than ever.
• Focus on compliance: The brands that continue to work with affiliates are doing so more cautiously. Be the partner who doesn’t raise red flags.

Final word

Betfair’s exit from the UK and Ireland affiliate markets isn’t just a change in strategy – it’s a signal that the affiliate landscape is evolving rapidly. What was once a dependable model – send traffic, get paid – is now a more fragile, risk-sensitive environment.

But it’s not the end of the channel. Far from it.

Smaller brands still need affiliates. Regulated markets still reward quality traffic. And players still use comparison sites to find their next favourite betting brand.

The affiliates who will thrive in this new environment are those who adapt fast, diversify intelligently, and treat compliance as a competitive edge – not a chore.