William Hill kicks-off Aus rebrand
UK bookmaker to migrate its Australia-facing Sportingbet customers to new williamhill.com.au site tomorrow as part of new brand strategy
William Hill will this week take its “first step” towards creating a unified brand in the Australian online wagering market as it rebrands Sportingbet Australia under the William Hill moniker.
Tomorrow the UK operator will launch williamhill.com.au and will begin to migrate Sportingbet customers across to the new website.
Sportingbet is the first of the firm’s Australian businesses to be rolled into the William Hill brand, with Centrebet and Tom Waterhouse to follow in the coming months.
The company today also announced it had secured the naming rights for the Sandown racetrack in Victoria, which will be known as William Hill Park from 28 February onwards.
“This is the exciting first step towards merging three Australian betting brands into one highly regarded, international brand,” William Hill Australia CEO, Tom Waterhouse, said.
“Placing all of our assets behind one brand will allow us to provide our customers with the best possible wagering experience and more diverse betting opportunities,” he added.
William Hill first revealed its plans to create a single Australian brand last month after announcing a 59% rise in operating profit for the final quarter of the year.
The firm put aside £5m in additional marketing costs to improve the awareness of the William Hill brand in the country, which in a recent consumer survey gained a 21% recognition mark, compared with 80% for competitor Sportsbet.