CrownBet Under Pressure To Find New Brand Name After Federal Court Decision

CrownBet Under Pressure To Find New Brand Name After Federal Court Decision
SHARE
THIS



Wagering company CrownBet has been denied its wish for a rebrand, after rival Sportsbet drew first blood in their legal battle over naming rights.

CrownBet owner Matt Tripp has been wanting to change the company’s name to ‘Sportingbet’ – the name of his father’s old betting company – ever since a majority of the business was sold by James Packer’s Crown Resorts to The Stars Group in February.

The plan was for CrownBet to merge the brand with its most recent acquisition, William Hill, under the Sportingbet name.

However, Sportsbet submitted an application to the Federal Court to stop the rebrand, arguing that the similarity of Sportingbet to Sportsbet would likely “mislead or deceive” customers.

The Federal Court has granted a temporary ban on the name change, saying Sportsbet already had a “very high level of brand recognition”.

A CrownBet spokesperson said the company was “disappointed” with the ruling and will look at the decision closely and consider all of its options.

Meanwhile, a spokesperson for Sportsbet said the decision “demonstrates that the court shares our concern regarding the likelihood that consumers will be misled into thinking services offered under a Sportingbet brand are connected or associated with Sportsbet”.

“Sportsbet will continue to take all necessary action to protect its brand and prevent deception in the market, and will see the matter through to a final determination, if necessary.”

CrownBet has a deadline of August 26 to execute the rebrand.

Please login with linkedin to comment

crownbet Sportingbet Sportsbet

Latest News

Michael Speakman Joins Esports Organisation ORDER As Head Of Commercial
  • Marketing
  • Technology

Michael Speakman Joins Esports Organisation ORDER As Head Of Commercial

Esports organisation ORDER has announced the appointment of  Michael Speakman as its new Head of Commercial. As part of ORDER’s expansion, Speakman will help navigate new commercial opportunities by offering a creative space for brands to connect, level up and deliver partnerships across the gaming ecosystem. ORDER continues to sustain its rapid expansion by appointing a […]

Hivestack Expands US Footprint With Clear Channel Outdoor Partnership
  • Media

Hivestack Expands US Footprint With Clear Channel Outdoor Partnership

Hivestack, the leading global programmatic digital out of home (DOOH) ad tech company today announced a partnership with Clear Channel Outdoor Americas (CCOA), the US based business of Clear Channel Outdoor Holdings: one of the world’s largest outdoor advertising companies. Through this new partnership, CCOA will offer advertisers a way to buy DOOH inventory programmatically […]

Samsung Announces Finalists For UNDSCVRD Tiktok Docu-Series
  • Campaigns
  • Technology

Samsung Announces Finalists For UNDSCVRD Tiktok Docu-Series

Samsung Electronics Australia has this week announced the lineup of five budding recording artists for its UNDSCVRD competition, a TikTok docu-style reality series aimed to bring the spotlight to the rising music talent in the country. The series, presented by Samsung Galaxy, brings together five musical talents from across the country who were hand-picked by […]

Indie Agency Kaimera Expands With New Hires
  • Marketing

Indie Agency Kaimera Expands With New Hires

Independent media agency Kaimera has recruited five new team members to manage its continued growth, following several new client wins including Britbox, Campos and Under Armour. Daniel Miller (pictured above) has joined from News Connect, where he was an associate programmatic trader, in the newly created role of platforms manager. In the role, he will […]

Nine’s Love Island Australia Gets Premiere Date
  • Media

Nine’s Love Island Australia Gets Premiere Date

The sexiest singles in the nation (according to Channel Nine, at least) are back on airwaves with Love Island Australia on Monday, October 4, at 9.00pm after The Block on Channel 9 and 9Now. Aussie sweetheart Sophie Monk will return to host (and play Cupid) alongside new addition, comedian Stephen Mullan a narrator, in the world-renowned reality TV […]

Yotpo Expands Down Under With  Multi-Year Shopify Partnership
  • Marketing

Yotpo Expands Down Under With Multi-Year Shopify Partnership

Yotpo is officially expanding into Australia, off the back of significant market growth with massive Aussie names, a landmark investment from Shopify and a plan to help local Aussie e-comm explode. Yotpo’s ANZ userbase includes names like Zoe Foster Blake’s $180M Go-To Skin Care,  e-commerce fashion queen Princess Polly, and billion-dollar streetwear brand Culture Kings, […]

New ideas and imagination Creativity and inspiration Technological innovation. Hand holding brain digital network and abstract science light bulb inside on networking connection on sky background.
  • Technology

Progress Unveils Sitefinity DX 14.0 Platform

Progress has today announced the availability of Progress Sitefinity DX 14.0. This agile, flexible and extensible platform allows organisations to create an ideal digital experience platform (DXP) tailored to their unique needs and objectives with new capabilities for low-code integration and chat-driven engagement, as well as enhanced headless content delivery. The digital world is transforming […]