WARRINGTON-based bookmaker Betfred is to end its high-profile sponsorship of Rugby League at the end of the 2026 season.
The decision brings the curtain down on a partnership which began in 2017 and has seen the Betfred name become synonymous with Super League.
The company has also sponsored the Challenge Cup and England Rugby League, with its title partnerships across the sport all coming to an end following the conclusion of this season.
Betfred founder and chairman Fred Done said the decision had been taken with a “heavy heart”, pointing to increased taxation and wage inflation as the business reviews its spending.
The company announced in July that it was closing 132 betting shops, with around 600 jobs affected.
Done said the increased costs had made it necessary to review all Betfred spending, including its investment in rugby league.
For rugby league, the announcement represents the end of one of the sport’s most prominent commercial relationships.
Betfred began sponsoring Super League in 2017 before expanding its involvement to the Championship and League One, Women’s Super League, Challenge Cup, Wheelchair Super League and England’s national teams.
The company’s sponsorship has therefore extended well beyond simply putting its name on the Super League title.
The Rugby Football League has paid tribute to Betfred and Fred Done for their support over almost a decade.
Rhodri Jones, interim RFL chief executive and RL Commercial managing director, described Betfred as an “outstanding partner” and said the sport was now preparing for its next commercial chapter.
The RFL says it has already made progress towards securing new partners across its major competitions, including the men’s and women’s game, wheelchair rugby and England teams.
The timing is particularly significant for rugby league, which is coming off a record-breaking Super League season in terms of attendances, with more than 1.6 million spectators attending matches during 2025.
For Betfred, however, the decision comes against a challenging backdrop for the UK betting industry.
Remote Gaming Duty increased from 21 per cent to 40 per cent in April 2026, while General Betting Duty is scheduled to rise to 25 per cent next year. Betfred has cited the wider increase in costs as a factor behind its recent decisions.
The end of the partnership will be particularly noticeable in Warrington, where Betfred has its headquarters and where Fred Done has maintained strong links with the town and the wider North West.
After almost ten years, the familiar Betfred Super League name will disappear from the competition at the end of the season – leaving rugby league to find a new commercial partner for 2027 and beyond.
