Sportingbet brand set for return in Australia

Sportingbet is set to return to Australian betting following The Stars Group’s purchase of a majority share in brand owner CrownBet earlier this year.

Sportingbet was one of the country’s leading brands before being bought out by CrownBet five years ago.

Now it looks to replace the CrownBet brand under plans reported by the Australian Financial Review. CrownBet has filed an application with Australia’s corporate regulator to change its name.

The Stars Group acquired a 62% stake in CrownBet Holdings in February, and increased its stake to 80% in April. It has also acquired William Hill Australia.

After completing the CrownBet acquisition, The Stars Group chief executive Rafi Ashkenazi said: “We are excited to enter the regulated Australian sportsbook market with CrownBet.

“CrownBet has become one of the fastest growing online sportsbooks in Australia through its strong management team, proprietary technology, mobile app, unique partnerships and market-leading loyalty programme.”

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