William Hill revives dormant Centrebet brand for Australian betting market

Seeking to expand its corporate presence within the Australian online betting sector, William Hill will implement a multi-brand strategy for the saturated market by reviving dormant brand Centrebet (Centrebet.com).

The FTSE-listed bookmaker had acquired the Centrebet brand through its £450 million acquisition of online competitor Sportingbet’s ‘regulated market’ assets in 2013.  

The move to revive Centrebet will likely surprise industry commentators, as William Hill governance had previously stated that it would operate within the Australian market through its core brand.

Entering the Australian online betting market by undertaking the acquisitions of Sportingbet assets combined with racing bookmaker TomWaterhouse.com, William Hill governance moved to consolidate its acquired assets under the ‘William Hill Australia’ division.

Throughout 2015 and 2016, a struggling William Hill governance has publicly detailed the importance of future growth within the Australian online betting market, which has been heavily targeted by its home rivals of Paddy Power, Ladbrokes and bet365.

Leading the ‘rebirth’ of Centrebet, William Hill Australia CEO Tom Waterhouse detailed that the brand would reposition itself as ‘the home of serious race betting’, further stating that Centrebet would be the “only option for all punters who want the best price and the only place the professionals can get a big bet on.”

Check Also

Belgian Pro League selects bwin as its new betting partner

GVC Holdings‘ European flagship sportsbook property bwin has been confirmed as the new betting partner …

Merkur Sportwetten increases stake in Belgium’s Betcenter

Gauselmann Group subsidiary Merkur Sportwetten GmbH has grown its presence in the Belgian market after …

IGT ‘prudent on recovery’ as company absorbs H1 losses of $291m

International Game Technology (IGT) cited the ‘intense impact’ of casino and gaming hall closures on …