Betfair, a major operator in the global betting exchange sector and part of the Flutter Group, has announced its decision to withdraw from the Italian market. The company has informed its Italian affiliate partners that its affiliate program in the country will cease operations as of 31 October 2026.
Details of the Closure
In a letter sent to affiliates, Betfair specified that all activities related to its Italian affiliate program will end on 31 October 2026. Affiliates have been instructed to remove all promotional materials targeting Italian customers by 29 October 2026. The company stated that any commissions accrued for October 2026 will be processed and paid out in November 2026, after which no further payments will be made.
Regulatory Changes Prompt Exit
The decision to exit the Italian market and close the affiliate program follows anticipated changes in local regulations. According to reports, these changes have rendered Betfair Exchange's business model commercially unsustainable in Italy. As a result, Flutter has also decided to discontinue Betfair's sportsbook and casino activities in the country. The Betfair brand represents a minor share of Flutter’s revenues in Italy.
Impact on Operators and Affiliates
For operators and affiliates, Betfair's withdrawal signals a shift in the Italian iGaming landscape, highlighting the impact of regulatory changes on market viability. Affiliates working exclusively with Betfair in Italy will need to adjust their strategies, as all commissions and partnerships will conclude with the program's closure. However, Betfair has clarified that affiliates participating in programs for other territories will not be affected by this change.
Other Flutter Brands Unaffected
Flutter has indicated that this move will not affect its other Italian brands, such as Sisal and Snaitech, nor will it impact its employees in the country. The decision is described as specific to Betfair’s operations in Italy.
Key takeaways
- Betfair will exit the Italian market and close its local affiliate program on 31 October 2026.
- Regulatory changes have made Betfair Exchange commercially unviable in Italy.
- Existing affiliates must remove Italian promotional materials by 29 October 2026.
- Other Flutter brands and Italian staff will not be affected by Betfair’s exit.