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CrownBet to rebrand itself as Sportingbet

Rebrand will follow purchase of William Hill

Australian online sports betting operator CrownBet, has bought William Hill’s Australian business and plans to rebrand itself as Sportingbet after purchase is complete, although this is as yet unconfirmed by CrownBet.

The company told The Australian that it would disclose further details in due course but only after it had notified its customers about all future changes related to the major gambling operator, its branding, and its operations.

CrownBet itself had previously been acquired by Canadian parent company of online poker room, PokerStars  – The Stars Group. Earlier in April, The Stars Group CEO Rafi Ashkenazi, said that CrownBet Chief  Matt Tripp planned to change the name of the CrownBet-William Hill Australia entity. Mr Tripp recently revealed to The Australian that his father was delighted and extremely happy that the Sportingbet business was back in the family.

It is estimated that the newly merged business could create gross cost synergies of about A$50million by 2020.

British bookmaker William Hill joined the Australian gambling market back in 2013 when it acquired Sportingbet’s local business for £459.4 million, which included the Centrebet and Tom Waterhouse brands. Earlier this year they announced that they were perusing their Australian operations and considering a sale, which was confirmed in February.

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