Betfred pulls plug on Super League sponsorship amid tax squeeze

Betfred has cut ties with the Rugby League’s Super League in a move that ends a partnership spanning almost 10 years. Fred Done, founder and chairman of UK bookmakers Betfred has confirmed the recent news that the long standing deal will be no more come the end of the season.The sports betting landscape is ever-changing for bookies amid rising expenditure and taxes all squeezing margins. That said, Betfred’s decision is surprising given the viewing figures from the 2025 Super League season which saw an increase in TV spectators and fans attending the matches.Tax increases and bottom line profits were cited in a conversation with a leading figure from a UK betting operator. Per Widerstrom, who is the CEO of William Hill and owner of 888 parent company Evoke PLC, has also voiced concerns over increases in Gaming Duty and Betting Duty after they were announced last year.Betting apps now appear to be putting the majority of their sponsorship money into the football market and exploring deals in other sports. Read MoreOn his decision, Done said Betfred had decided to cut ties after the Super League Grand Final at Old Trafford:“I love Old Trafford - I’ve been a Manchester United fan my whole life - but it’ll be a sad day when I go there in a fortnight. I’m due to hand over the Betfred Super League Grand Final trophy to the winner of the Rugby League competition for the final time. “I’ve always described people in Rugby League as family - they’re brilliant. Betfred started sponsoring the Super League in 2017 because we saw it as an important northern sport, and we added the Championship and League One the following year.” The Betfred boss declared the move to end the relationship with the Super League was “heart-breaking”. He continued: “But that’s [the Super League sponsorship] coming to an end. In July, a combination of wage inflation and tax rises forced us to announce the closure of 132 shops. “Betting shops have been my life, and it was an agonising decision. But government policy left us with no choice.“In an environment like this, you have to look at all your costs. As much as it breaks my heart, we have decided not to renew our sponsorship of Rugby League.”The Rugby Football League (RFL) thanked Done and Betfred, labelling him an “outstanding partner”.