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Australia – William Hill rebrands Sportingbet to enter Australia

William Hill has now officially launched into the Australian sports betting market by rebranding Sportingbet.com.au business to WilliamHill.com.au.

William Hill bought the Sportingbet Australia brand, which included Centrebet, in March 2013 with the buyout of of TomWaterhouse.com following in August 2013. Centrebet and TomWaterhouse.com will also be rebranded as William Hill in due course.

Tom Waterhouse, CEO William Hill Australia, said: “This is the exciting first step towards merging three Australian betting brands into one highly regarded, international brand. Placing all of our assets behind one brand will allow us to provide our customers with the best possible wagering experience and more diverse betting opportunities.William Hill has a rich history in betting on racing and sports, and the brand will enable us to leverage decades of global wagering expertise and understanding to help us establish the best possible product for punters in Australia.”