Brand consolidation in store for Australian gambling acquisitions

Speaking on his company’s recent acquisitions in the Australian online gambling market Wednesday, William Hill plc CEO Ralph Topping revealed that established brands acquired through the firm’s aggressive entry into the Australian market would be sacrificed in favour of a more unified corporate identity.

Topping was discussing his company’s GBP 454,9 million Sportingbet acquisition in an interview with the business publication Australian Financial Review, and gave his thoughts on consolidating the brands under one William Hill Australian identity, saying that the Sportingbet brand was perhaps too easily confused with Paddy Power’s Aussie acquisition Sportsbet, whilst Centrebet was more of a “secondary” brand that could be dispensed with.

Topping did not say when the unification initiative would be triggered.

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