Betfred will end its long-running sponsorship of rugby league’s Super League at the conclusion of the 2026 season, with owner Fred Done blaming tax hikes and wage inflation.
The bookmaker has served as title sponsor of the Super League since 2017, building one of the most recognisable partnerships in the sport over nearly a decade.
Betfred has also sponsored the Challenge Cup since 2021 and has been a principal partner of England’s men’s, women’s, and wheelchair teams for the past four years.
Despite the breadth and longevity of the deal, Betfred has confirmed it will not extend the arrangement beyond the current 2026 season.
Done described the departure as coming with a “heavy heart,” making clear the decision was driven by financial pressures rather than any dissatisfaction with the sport itself.
“Regrettably, following last year’s extremely disappointing Budget, and the ensuing combination of tax rises and wage inflation that led directly to the 132 shop closures we announced in July, it has been necessary to review all Betfred spending,” Done said.
“In that context, it is with a very heavy heart that we have taken the decision not to extend our support for rugby league,” he added, concluding his statement on the matter.
The sponsorship withdrawal is the latest in a series of cost-cutting moves Betfred has made in response to the increased gambling tax burden facing UK operators.
In July, Betfred confirmed the closure of 132 betting shops across the UK, representing around 10% of its retail network and resulting in approximately 600 job losses.
At the time, Betfred CEO Joanne Whittaker noted the closures were not solely attributable to gambling tax increases, also pointing to higher employer National Insurance contributions as a contributing factor.
Rugby Football League interim CEO Rhodri Jones paid tribute to Betfred’s decade-long involvement, describing the bookmaker as an “outstanding” partner for the sport.
“We are extremely grateful to Fred Done and the entire Betfred team for their backing, passion and dedication to our sport,” Jones said, acknowledging the significant commercial support Betfred had provided.
The end of Betfred’s involvement leaves rugby league facing a considerable challenge in securing a new title sponsor for the Super League ahead of the 2027 season.
