William Hill spells the end for Sportingbet and Centrebet brands

William Hill spells the end for Sportingbet and Centrebet brands

British bookmaker William Hill has made another major move in the Australian wagering market with the announcement that it will look to bin online betting brands Sportingbet and Centrebet.

B&T Magazine
Posted by B&T Magazine

After last month confirming the purchase of Tom Waterhouse for up to $110m, the UK sports betting firm will scrap Sportingbet and Centrebet brands as part of its consolidation of its Australian assets, according to The Australian Financial Review.

William Hill chief executive Ralph Topping told the AFR that there’s “confusion of brands and you have to look for a unifying brand”, adding that: “They're all strong brands but I believe the strongest brand of the lot is potentially William Hill."

Earlier this year, William Hill purchased Sportingbet Australia for more than $600m, which added to the purchase of Tom Waterhouse, means the UK company is in prime position to take on local wagering firms Tabcorp and Tatts Group in the betting market here.