Kindred Group to drop Stan James brand in the UK online market.

The well-known Stan James online sports betting brand will be less visible in the British market in the future following a decision by owner Kindred Group to do away with the brand in favour of focusing UK market efforts and resources through its Unibet brand.

Kindred CEO Henrik Tjärnström said this week that his group will be migrating the Stan James player base to Unibet’s sports betting platform in the near future, and that Unibet is to assume all Stan James related marketing and sponsorship activities.

These include premier racing sponsorships such as the Champion Hurdle at Cheltenham Festival next year.

The Kindred decision does not impact Stan James retail operations; when the online operations of the well-established British bookmaker were acquired for GBP 19 million in late 2015, the agreement specified that the deal involved only the online operations of the bookmaker, and that the use of the Stan James brand was for a transitional period (see previous reports).

Kindred Group went on to acquire the popular 32Red online casino and sports betting company earlier this year for GBP 175 million, and has on a number of occasions voiced its expansion ambitions.

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