Entain has officially confirmed that it will no longer be sponsoring the Coral Cup at the Cheltenham festival after a 52-year association with the event.
The operator first sponsored the race in 1974, but the decision follows an increase in betting taxation announced in the UK budget last November.
Sadly, today we’ve confirmed that @Coral will not renew its 52‑year sponsorship of the Coral Cup at the Cheltenham Festival. This follows the significant rise in gambling taxation announced in the UK Budget, requiring us to review our marketing spend.
— Chris Alfred (@Chris_Alfred) January 28, 2026
As such, the company has been forced to reassess the sustainability of certain sponsorships going forward, with the Coral Cup being affected, despite horse racing avoiding large tax rises.
“It is with a heavy heart that I confirm 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. This was also confirmed by Entain’s Head of Corporate Media, Chris Alfred, in posts on X.
“Ending our sponsorship after 52 years is incredibly regrettable, but reflects the need to reassess 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 across the many major Coral and Ladbrokes sponsorships we continue to support.”
We warned this could happen ahead of last year’s Budget.
CEO Stella David repeatedly cautioned that higher taxes would force investment cuts and push customers to the black market. https://t.co/TManiYDNk2— Chris Alfred (@Chris_Alfred) January 28, 2026
Sources claim that the decision wasn’t solely aimed at horse racing, but at those who indicated that the tax rises would not lead to change from an operational point of view.
Entain is still going to be involved in horse racing
While the decision to end the 52-year association with the Coral Cup comes as a surprise, Entain has confirmed that it will still offer a long-term commitment to horse racing.
The operator has invested in the sport through partnerships via Coral and Ladbrokes and has also stated that bringing racing and operators closer together will ensure the sport remains sustainable in the long term.
“Horse racing remains hugely important to Entain, and we will maintain significant investment across some of the sport’s biggest events, including the Ladbrokes King George and the Coral-Eclipse,” added Clare.
The new tax regime increases pressure across the sector and makes racing’s high cost base even harder to sustain. This news may help demonstrate that the so-called carve-out for racing in the budget 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 promote the Festival across all our channels as strongly as ever.
“However, with higher taxation and racing’s already high cost base – driven by media rights and the statutory levy – it is essential that the sport and the betting industry work together to grow racing’s appeal while ensuring it remains financially sustainable. We are committed to working constructively with our partners to support racing’s long-term health.”
Featured image: Canva
