Betfred will step down as title sponsor of the Super League when its current agreement expires at the end of the 2027 season, bringing to a close one of the longest-running commercial partnerships in British rugby league.
The bookmaker has confirmed it will not seek another extension, ending a relationship that began in 2017 and has since expanded well beyond the men’s top-flight competition. During its tenure, Betfred also became a key commercial partner across the sport, backing the Challenge Cup, Championship, League One, Women’s Super League, Wheelchair Super League and England’s national rugby league teams.
The decision comes as Betfred continues to reshape its business following significant changes in the UK gambling market. Earlier this year, the company announced plans to close 132 betting shops and reduce its workforce by more than 600 jobs as it adapts to higher gambling taxes and evolving market conditions.
Despite the upcoming departure, the existing sponsorship agreement remains in force through the conclusion of the 2027 Super League campaign. That leaves rugby league’s commercial leadership with more than a year to secure a successor before the naming rights become available.
Betfred’s involvement with rugby league has been one of the sport’s most significant commercial relationships. The latest renewal, signed in 2023, represented a record investment and increased the bookmaker’s support across men’s, women’s and wheelchair competitions while also extending sponsorship of England’s representative teams.
Since becoming title partner in 2017, Betfred has been closely associated with the growth of the Super League brand, with the competition currently competing in an expanded 14-team format introduced for the 2026 season.
The search for a new title sponsor now becomes one of the sport’s biggest commercial priorities. Securing a replacement will be particularly important as Super League continues broader discussions around its long-term commercial strategy and future media agreements, with league officials aiming to maintain investment across elite rugby league.