Betfred To Pull Away From Super League; Rugby League Facing Dilemma

Betfred is reportedly set to sever its ties as title sponsors of Rugby League’s premier competition, the Super League.

The embattled UK bookmaker has been a key mover and shaker in the Super League scene for nearly a decade. However, according to rugby publication, Love Rugby League, talks haven’t been forthcoming about renewing Betfred’s current contract which expires at the end of the season.

End of the road

Since 2017, Betfred has been central to the success of the Super League. The original deal clinched was thought to be worth £900,000 a year, but this rose to £1 million a year.

A three-year extension was thrashed out in 2023, and the most recent commercial partnership represented a 25% uptick on the previous record deal struck. Despite Betfred laying claim to being the longest-running sponsor in Super League’s history, there appears to be no room for sentiment.

It is suggested the Rugby League commercial team has started its search to find a replacement for Betfred. A meeting is thought to have been held with National Rugby League (NRL) officials, of which rumours over a potential deal have simmered for months, and the NRL are expected to table an official proposal this week.

Super League ingrained in Betfred’s DNA

Since Betfred stepped into the breach as Super League’s main sponsor, the competition has invoked some unforgettable moments. In the betting company’s debut season fronting the Super League, Castleford Tigers edged out St Helens with a golden point in extra-time to book their ticket to the Grand Final.

Meanwhile, the 2018 season brought down Shaun Wane’s storied career as Wigan Warriors coach as his side beat Warrington Wolves in the Grand Final. The Super League has been an inherent part of Betfred’s DNA, and this was pointed out by Betfred’s Head of Corporate Affairs and Communications before the start of the 2026 season.

He said:

“Rugby League has strong, northern, and working class roots which is very much the Betfred DNA. Plus the Betfred Super League is top-class entertainment by top- class athletes.

“We work very closely with RFL Commercial; it’s a partnership and we understand each other. What we also love about the partnership is that Rugby League is the most inclusive sport in the world.”

Tax pressures take its toll

Inevitably, the economic headwinds have picked up pace following the UK budget announced last year by then Chancellor Rachel Reeves. The surge in Remote Gambling Duty (RGD) from 21% to 40% in April and the increase in general duty betting paid on online sports betting from 15% to 25% in April 2027 has hit bookies hard as they seek to recalibrate.

Earlier this week, Betfred revealed it was closing 132 shops, which could see 600 redundancies made, and the tax changes have forced them to tighten their belts. Nevertheless, Betfred is weighing up a move into the Adult Gaming Centre (AGC) sphere even though the UK Prime Minister, Andy Burnham, has targeted AGCs to support his policy push for a 20% cut in business rates.

Things up in the air

Currently, nothing has been decided as to who will sponsor the Super League next season. Perhaps there might be one overriding sponsor or the Rugby League commercial team could look to recruit multiple partners to head the competition. Betting.co.uk reached out to Betfred for further comment, but they declined.