William Hill to perform U-turn on Sportingbet brands
Operator's Australia CEO reveals brands will be kept on although spokesperson says no decision finalised
William Hill looks set to reverse its decision to ditch its recently acquired Sportingbet and Centrebet brands after Australia CEO Michael Sullivan revealed they were to be kept operational.
Speaking with The Australian Financial Review, Sullivan said that after a six-month review it was decided the brands would be kept due to their strength in the Australian market. His comments came just weeks after group CEO Ralph Topping announced both Sportingbet and Centrebet would be incorporated into the William Hill brand.
“We think the Sportingbet brand is stronger in racing, so that will be the focus. Centrebet will be more digital and focus on sports. Sportingbet still has a lot of high-roller clients that bet with us on the phone and so on, so that will stay,” Sullivan said.
However, a spokesperson told eGaming Review this morning that no change of course had been formalised.
“No decision has been taken as yet “ although there will be a Board meeting in November. In the meantime, it remains business as usual,” he said.
Sportingbet, which bought Centrebet in May 2011, was acquired by William Hill and GVC Holdings in March as part of a joint £454m takeover and saw Hill’s take on Sportingbet’s Australian business.
One analyst told eGaming Review this morning that a move to keep the two brands could pay off in the long run for William Hill. “Branding is a specialisation so I see the sense in doing multiple brands because they appeal to different types of customers,” he said.