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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 decision follows a betting tax increase announced in the UK budget in November.
Unfortunately, today we confirm that @Koral will not renew its 52-year sponsorship of the Coral Cup at the Cheltenham Festival. This follows the significant increase in gambling tax announced in the UK Budget, which will require us to adjust our marketing spend.
– Chris Alfred (@Chris_Alfred) January 28, 2026
As such, the company was forced to re-evaluate the continuation of some sponsorships going forward, with the Coral Cup affected, however. horse race to avoid major tax increases.
“It is with a heavy heart that I can confirm that Coral will not be renewing its long-standing sponsorship of the Coral Cup,” said Simon Clare, Entain’s PR and Sponsorship Director, in a statement to ReadWrite. Enta’s Head of Corporate Media, Chris Alfred, also confirmed this in the X posts.
“The end of our sponsorship after 52 years is not at all sad, but reflects the need to re-evaluate where and how we invest under the new cost landscape.
“The Jockey Club remains a valued and long-standing partner, and we look forward to continuing our collaboration with the many great sponsorships with Coral and Ladbrokes that we continue to support.”
We warned that this would happen before last year’s Budget.
CEO Stella David has repeatedly warned that higher taxes will force cuts to investment and push customers into the black market. https://t.co/TManiYDNk2– Chris Alfred (@Chris_Alfred) January 28, 2026
Sources say that the decision is not only aimed at horse racing, but those who show that the tax increase will not lead to change from an operational point of view.
Entain will still participate in horse racing
While the decision to end the 52-year association of Coral Cup Surprisingly, Entain confirmed that it would still make a long-term commitment to horse racing.
The operator has invested in the sport through a partnership through Coral and Ladbrokes and also stated that bringing racing and operators together will ensure that the game remains sustainable in the long term.
“Horse racing remains very important to Entain, and we will continue to invest significantly in some of the sport’s biggest events, including the Ladbrokes King George and the Coral-Eclipse,” added Clare.
The new tax regime increases the pressure on the whole sector and makes the high standards of racing more difficult to maintain. This news may help show that the so-called carve-out for the racing budget is actually like a stealth tax.
– Chris Alfred (@Chris_Alfred) January 28, 2026
“Cheltenham will continue to be an important opportunity for our customers, and we will promote the Festival across all our channels as strongly as ever.
“However, with high taxes and high costs of racing – driven by media rights and the statutory levy – it is important that sport and the betting industry work together to enhance the appeal of racing while ensuring it remains financially sustainable.
Featured image: Canva
The post Entain has announced that it will end its sponsorship of the Coral Cup after 52 years first appeared in ReadWrite.
