Sky Bet End Affiliate Programme Following Regulatory Pressure

Sky Bet have made the move to terminate its popular affiliates programme from October 2, which will end player referrals and commissions through the scheme. The decision has been taken by the British bookmaker due to increasing regulatory pressure from the Gambling Commission in the UK, particularly after the Guardian published an article claiming tipsters were deliberately recommending losing bets.
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Affiliates can earn up to 30% commission of any losses made by punters who sign up to bookmakers through their website. Sky Bet have written to all of their partners to inform them that their agreement will be coming to an end and that they will cease their affiliate hub portal on October 2.

Clause 13.2 of their affiliate agreements could have allowed SkyBet to terminate their deals with immediate effect; however, they chose to give 28 days’ notice, after which the affiliates must stop promoting the brand and return all confidential information they hold on the company.

In a statement, Sky Bet suggested they felt they had no choice but to end their affiliate scheme in order to ensure that they were meeting the changing regulatory requirements. They said: “The regulatory landscape in which the industry operates is developing and maturing and operators are experiencing increased obligations regarding their regulatory responsibilities and level of compliance.

“In order to operate in a compliant manner, we feel that operating the [affiliate] programme is no longer viable and that managing the output of affiliates presents a significant risk to our business from a regulatory perspective.”

Sky Bet, who are one of the most popular bookmakers in Ireland and rated in the top ten by Bettingtop10 (at time of publication), will continue to operate its sportsbook site without any changes. They have invested heavily in sponsorship over the last couple of years, with their most notable deal coming with the Football League as they sponsor the Championship, League One and League Two in England.

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