Entain has formally confirmed that it’s going to not be sponsoring the Coral Cup on the Cheltenham pageant after a 52-year affiliation with the occasion.
The operator first sponsored the race in 1974, however the choice follows a rise in betting taxation introduced within the UK funds final November.
Sadly, at this time we’ve confirmed that @Coral is not going to renew its 52‑12 months sponsorship of the Coral Cup on the Cheltenham Pageant. This follows the numerous rise in playing taxation introduced within the UK Price range, requiring us to evaluation our advertising spend.
— Chris Alfred (@Chris_Alfred) January 28, 2026
As such, the corporate has been pressured to reassess the sustainability of sure sponsorships going ahead, with the Coral Cup being affected, regardless of horse racing avoiding large tax rises.
“It’s with a heavy coronary heart that I verify Coral is not going to be renewing its long-standing sponsorship of the Coral Cup,” mentioned Simon Clare, Entain’s PR and Sponsorship Director, in a press release to ReadWrite. This was additionally confirmed by Entain’s Head of Company Media, Chris Alfred, in posts on X.
“Ending our sponsorship after 52 years is extremely regrettable, however displays the necessity to reassess the place and the way we make investments beneath the brand new value panorama.
“The Jockey Membership stays a valued and long-standing companion, and we sit up for persevering with our collaboration throughout the numerous main Coral and Ladbrokes sponsorships we proceed to assist.”
We warned this might occur forward of final 12 months's Price range.
CEO Stella David repeatedly cautioned that larger taxes would drive funding cuts and push prospects to the black market. https://t.co/TManiYDNk2— Chris Alfred (@Chris_Alfred) January 28, 2026
Sources declare that the choice wasn’t solely geared toward horse racing, however at those that indicated that the tax rises wouldn’t result in change from an operational viewpoint.
Entain continues to be going to be concerned in horse racing
Whereas the choice to finish the 52-year affiliation with the Coral Cup comes as a shock, Entain has confirmed that it’s going to nonetheless provide a long-term dedication to horse racing.
The operator has invested within the sport by way of partnerships through Coral and Ladbrokes and has additionally said that bringing racing and operators nearer collectively will guarantee the game stays sustainable in the long run.
“Horse racing stays vastly essential to Entain, and we’ll preserve vital funding throughout a few of the sport’s greatest occasions, together with the Ladbrokes King George and the Coral-Eclipse,” added Clare.
The brand new tax regime will increase strain throughout the sector and makes racing’s excessive value base even tougher to maintain. This information might assist reveal that the so-called carve-out for racing within the funds was truly extra like a stealth tax.
— Chris Alfred (@Chris_Alfred) January 28, 2026
“Cheltenham will proceed to be a serious second for our prospects, and we’ll promote the Pageant throughout all our channels as strongly as ever.
“Nonetheless, with larger taxation and racing’s already excessive value base – pushed by media rights and the statutory levy – it’s important that the game and the betting business work collectively to develop racing’s enchantment whereas guaranteeing it stays financially sustainable. We’re dedicated to working constructively with our companions to assist racing’s long-term well being.”
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The publish Entain announces it will end Coral Cup sponsorship after 52 years appeared first on ReadWrite.
