William Hill Australia to Rebrand Local Operators

20 Jan 2015 | 10:30 Author: King, George

In an effort to gain control of the A$20 billion plus Australian gambling market, William Hill is set to rebrand Tom Waterhouse, Sportingbet and Centrebet to consolidate their offerings in a A$ 10 million brand push.

According to sources within William Hill, customers for all three Australian brands will be migrated to the William Hill platform. Sportingbet is the first business to migrate, sometime before March so as to coincide with the Autumn Racing Carnival and the start of the NRL and AFL seasons.

The rebrand and re-launch of the various businesses is all part of a A$10 million brand push by William Hill. They have already sourced a Sydney-based advertising agency, Clemenger BBDO Sydney – who manage brands including Virgin Australia, Hungry Jack (Burger King) and Pepsi – to help them with the rebranding.

While Sportingbet will be migrated first, customers of Centrebet and Tom Waterhouse will need to wait as William Hill only plans to migrate them later in the year.

William Hill’s CEO, James Henderson, in a statement to press, said: “ We have announced today our intention to rebrand our Australian operations to the William Hill brand. William Hill Australia’s potential has been significantly improved as a result of our management changes, the restructuring of our operations, increased marketing effectiveness, enhanced user experience and the ongoing expansion of the product range.”

The rebranding comes after William Hill bought out the 3 local operators for a combined fee of A$ 700 million almost 2 years ago. Australia has become the newest battleground and has seen an increase in foreign investment after other UK bookmakers, namely Paddy Power, Ladbrokes and Bet365, have all purchased local companies to get a piece of the Australian gambling market that saw punters lose over A$ 18 billion in 2013.

“Using the William Hill brans in Italy, Spain and the US, alongside the UK, has already proved highly successful,” said Henderson. “I believe now is the right time to adopt the William Hill Brand in Australia. The previous introduction of the ‘powered by William Hill’ branding in that market has seen awareness build and the complete change will further improve our competitiveness, bring greater focus to our marketing and IT investment and gives us a strong global brand to compete at the highest level in this attractive market.”

The rebranding of the three Australian companies was announced in a William Hill group trading update, which included details on the group’s operating profit, which has increased by 11%.

George King
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A Writer, a Sailor and a purveyor of Facetiousness: Ladies and Gents, we give you... George "the" King

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