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Shake-Up For William Hill Aust Brands

Friday, 6th September 2013

UK wagering giant William Hill plans to scrap Australian online betting brands Sportingbet and Centrebet, reports afr.com.au. The proposal is the first move by the London-based organisation since its $40 million acquisition of Tom Waterhouse's company. William Hill, which is one of Britain's largest wagering operators, invested $700 million establishing an Australian presence in the $26 billion wagering industry through its purchase of Tomwaterhouse.com.au and Sportingbet (which owns Centrebet) in March. William Hill chief executive Ralph Topping told The Australian Financial Review that the company wants to consolidate most of the businesses under the William Hill brand to take advantage of what he described as "struggling" online operations of local companies such as Tatts Group and Tabcorp. Mr Topping also cited confusion between its brand Sportingbet and the Paddy Power-owned Sportsbet as another reason for unifying the brand. "They're all strong brands but I believe the strongest brand of the lot is potentially William Hill," Mr Topping said.

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