Betfred has confirmed it will end its sponsorship of the Rugby League Super League at the conclusion of the 2025 season, bringing a partnership spanning almost 10 years to a close. The decision was confirmed by Fred Done, founder and chairman of the UK bookmaker.
Tax rises and rising costs cited
Done said the move to end the relationship with the Super League was “heart-breaking”. He explained that the decision was driven by a combination of wage inflation and tax rises, which had already forced the company to announce the closure of 132 shops in July.
“Betting shops have been my life, and it was an agonising decision. But government policy left us with no choice,” Done said. “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.”
Concerns over gaming and betting duty
The sports betting landscape is changing for bookmakers amid rising expenditure and taxes squeezing margins. Per Widerstrom, CEO of William Hill and owner of 888 parent company Evoke PLC, has also voiced concerns over increases in Gaming Duty and Betting Duty 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.
End of an era
Betfred began sponsoring the Super League in 2017, adding the Championship and League One the following year. Done said he would hand over the Betfred Super League Grand Final trophy for the final time at Old Trafford in a fortnight.
“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,” he said. “I’ve always described people in Rugby League as family - they’re brilliant.”
The Rugby Football League (RFL) thanked Done and Betfred, labelling him an “outstanding partner”.
