Sportingbet rebranded as William Hill in Australia

Bookmaker William Hill will officially launch in the Australian market tomorrow when its Sportingbet.com.au business is rebranded.

Existing Sportingbet clients will be migrated to the global betting giant’s new local website, WilliamHill.com.au. 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 the acquisition of TomWaterhouse.com followed in August 2013. Centrebet and TomWaterhouse.com will also be rebranded as William Hill in due course.

Tom Waterhouse, CEO William Hill Australia, commented:

“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.”

Founded in the UK in 1934, William Hill today employs more than 17,000 staff around the world and has more than 240 employees in Australia.

The company has over 2300 betting shops throughout the UK, and operates businesses in countries including Italy, Spain and the US.