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CrownBet & William Hill might Become Sportingbet in Australia

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A possible rebranding is on the cards for two Australian online gambling brands. These brands, William Hill Australia and CrownBet, could soon be combined by the Stars Group as Sportingbet. The Canadian gambling brand recently purchased William Hill AU after the British bookmaker chose to leave the market. Stars Group then bought roughly 80% of CrownBet in further deals.

William Hill entered the Aussie market in 2013, and soon bought Sportingbet’s local interests for AU$807 million. However, their exit from Australia has made it possible for Sportingbet to start up again under CrownBet Chief, Matt Tripp. Tripp was a founder of Sportingbet before it was bought out by the UK bookmaker.

Sportingbet Brand Considered for New CrownBet – AU News

Rumours About Sportingbet Choice

Nothing is set in stone, but rumours about the rebranding have been circulating since April according to The Australian. The reason behind the rebranding and merging of the two entities is down to cost. According to the newspaper, The Stars Group could save roughly AU$50 million in ‘gross cost synergies by 2020’. This will, in effect, earn the Canadian operator more profits, if the merger is approved.

What’s more, the combined online gambling brand could become Australia’s third largest operator after Tabcorp Tatts and Sportsbet. Tabcorp and Tatts were under fire in 2017, after their merger was announced. However, after getting permission from AU regulators, their merger has gone through. The Stars Group will also need to get the go-ahead for Sportingbet from regulators and local governments.

Matt Tripp and Sports Betting

Interestingly, Matt Tripp also owned Sportsbet but sold it to Paddy Power in 2011. Since then, the brand has grown to become one of the top sports betting options in Australia. So, the possible Sportingbet has a lot of competition. Keep visiting CasinoAus for more stories like this and other exciting AU news!