Entain has officially confirmed it will no longer sponsor the Coral Cup at the Cheltenham Festival after 52 years of association with the event.
The operator first sponsored the race in 1974, but the move follows an increase in betting taxation announced in last November’s UK budget.
Unfortunately, we confirmed today that @Coral will not renew its sponsorship of the Coral Cup at the Cheltenham Festival for 52 years. This follows the significant increase in gambling taxation announced in the UK Budget, forcing us to review our marketing spend.
– Chris Alfred (@Chris_Alfred) January 28, 2026
As such, the company has been forced to re-evaluate the sustainability of certain sponsorships in the future, with the Coral Cup being affected, despite horse racing avoids big tax hikes.
“It is with a heavy heart that I confirm that Coral will not be renewing its long-standing sponsorship of the Coral Cup,” Simon Clare, Entain’s director of public relations and sponsorship, said in a statement to ReadWrite. This was also confirmed by Chris Alfred, Entain’s head of corporate media, in articles on X.
“Ending our sponsorship after 52 years is incredibly regrettable, but reflects the need to reassess where and how we invest in the new cost landscape.
“The Jockey Club remains a long-standing and valued partner, and we look forward to continuing our collaboration through the many major sponsorships from Coral and Ladbrokes which we continue to support. »
We warned this could happen before last year’s budget.
CEO Stella David has repeatedly warned that higher taxes would lead to investment cuts and push customers into the black market. https://t.co/TManiYDNk2– Chris Alfred (@Chris_Alfred) January 28, 2026
Sources say the decision was not just aimed at horse racing, but also at those who indicated the tax increases would not result in change from an operational standpoint.
Entain will still be involved in horse racing
Although the decision to end a 52-year association with the Coral Cup Surprisingly, Entain confirmed he would still offer a long-term commitment to horse racing.
The operator has invested in the sport through partnerships through Coral and Ladbrokes and also said bringing races and operators together would ensure the sport remains sustainable in the long term.
“Horse racing remains extremely important to Entain, and we will maintain significant investment in some of the sport’s biggest events, including the Ladbrokes King George and the Coral-Eclipse,” Clare added.
The new tax regime increases pressure on the entire sector and makes racing’s high cost base even more difficult to maintain. This news could help demonstrate that the so-called budget exclusion for auto racing was actually more like a stealth tax.
– Chris Alfred (@Chris_Alfred) January 28, 2026
“Cheltenham will continue to be a major moment for our customers and we will be promoting the Festival more than ever across all our channels.
“However, with higher taxation and the already high costs of racing – driven by media rights and statutory levies – it is essential that sport and the betting industry work together to increase the appeal of racing while ensuring its financial viability. We are committed to working constructively with our partners to support the long-term health of racing.”
Featured image: Canva
The position Entain announces it will end sponsorship of the Coral Cup after 52 years appeared first on ReadWrite.
