Sportingbet set to reappear in Australia

The Stars Group’s recently acquired majority share in CrownBet (see previous reports) appears to have set in train the return to Australia of the famous and respected Sportingbet brand, according to local media reports.

The Australian Financial Review report indicates that the brand is set to replace that of CrownBet following an application submitted to the corporate regulator in Australia by the company, seeking to make the identity change.

The reappearance of the Sportingbet brand will complete a circle that began five years ago when CrownBet bought the company and re-branded it.

Now that the Stars Group has acquired control of both William Hill Australia and CrownBet, the stage is set for the return of Sportingbet as the point of Star’s push into the Aussie online sports betting market.

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