CrownBet and William Hill are two powerful online casino brands. Therefore, there is a possible rebranding on the cards for these Australian giants. CrownBet and William Hill could soon be combined to form SportingBet by the Stars Group. The Canadian gambling brand recently bought William Hill AU. This was after the British bookmaker decided to leave the market. The Stars Group bought about 80% of CrownBet in further deals.
William Hill first entered the Australian market in 2013. The company then bought SportingBet’s local interests for AU$807 million. However, their exit from Australia has actually paved way for SportingBet to start up again. This time, the company starts up under CrownBet Chief, Matt Tripp. Matt Tripp was a founder of SportingBet before the company was bought out by the UK bookmaker.
Rumours about SportingBet Choice
We understand that no papers have been signed yet. The Australian, however, says that rumours about the rebranding have circulated since April. According to the newspaper, cost is the main reason behind the merging and rebranding. The newspaper further states that the Stars Group could save about AU$50 million in ‘gross cost synergies by 2020’. In effect, if the merger is approved, this will earn the Canadian operator more profits.
On top of that, the combined online gambling brand may become Australia’s 3rd largest operator after TABCORP Tatts and SportsBet. The 2 operators, TABCORP and Tatts, were under fire after their merger was announced. However, their merger has gone through after getting permission from AU regulators. The Stars Group might need to get the go-ahead for SportingBet from local governments and regulators as well.
Matt Tripp and Sports Betting
Interestingly enough, Matt Tripp owned SportsBet but he, however, sold it to Paddy Power in 2011. Since that time, the brand has accelerated to become one of the top sports betting options in the country. This means that the possible SportingBet has a lot of competition.