Sportsbet top brand for Aussies

The (relatively) new owner of the Australian online sports betting brand Sportsbet, Irish betting group Paddy Power, will be pleased with the result of a brand recognition and preference survey carried out recently by Global Reviews which showed that the brand is top-of-mind for 34 percent of respondents quizzed in the study.

The results of the survey were reported by the publication AdNews this week, which revealed that the second preferred brand was Tab, which scored with 21 percent of respondents.

William Hill plc, which recently acquired the online bookie Tom Waterhouse will be less pleased to hear that only 12 percent of respondents opted for that company, despite a high rate of recall.

And Centrebet, which the British betting giant acquired with Sportingbet earlier this year, scored even lower – just 6 percent. Sportingbet, by the way, did not even make the 5 top preferences.

William Hill’s CEO let it be known recently that there are plans to consolidate the two brands into the new William Hill Australia identity.

Global Reviews senior commercial director Che Carbis noted that in his company’s corresponding study in the UK market – also conducted in Q3-2013 – William Hill plc was the strongest brand preference.

Respondents in the Australian study were initially not prompted, but when those unable to bring any brand to mind were prompted, the TAB brand scored highest at 33 percent, with Sportsbet at 27 percent and Waterhouse still at 12 percent.

The CEO at Waterhouse, Tom Waterhouse, recently found himself in the midst of a political storm over the amount of betting odds promotion included in televised sports fixtures. One would have thought that such exposure alone would have established a strong relationship with the brand.

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