William Hill Rebrands in Australia

William Hill will change its Sportingbet Australia website to WilliamHill.com.au as part of a consolidation of its three Australian brands.

Sportingbet Australia will become WilliamHill.com.au as part of a rebranding of its Australian brands by UK Bookmaker William Hill.

Sportingbet clients will be moved to the new brand while new clients will also be able to sign-up through the site.

William Hill acquired the Sportingbet Australia business, which included Centrebet, in March 2013, and also acquired TomWaterhouse.com followed in August 2013.

The Centrebet and TomWaterhouse.com sites are also expected to be rebranded and its customers moved to the new site.

“This is the exciting first step towards merging three Australian betting brands into one highly regarded, international brand,” said Tom Waterhouse, CEO of William Hill Australia in a press release. “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,” he said.