After last month losing a legal challenge about its strategy to rebrand beneath the ‘Sportingbet’ moniker, Australian online sportsbetting operator CrownBet Proprietary Limited has now reportedly reverted back to its earlier name of BetEasy Proprietary Limited.
Campaign launches new identity:
Based on a Monday report in the media and marketing industry news website Mumbrella.com.au, the rebrand was first publicized before this week via an internet and national television campaign comprising Australian celebrity, Nicki Whelan, together with former global cricket star, Ricky Ponting.
Sportsbet lawsuit foiled initial plan:
CrownBet Proprietary Limited paid approximately $244 million in March to acquire the Australian resources of British sportsbetting giant, William Hill, and also the Melbourne-based company had hoped to rebrand its expanded company since Sportingbet Proprietary Limited. But, this plan soon ran afoul of a lawsuit filed by rival company Sportsbet as a result of concerns the similarity of the two titles would violate its competitor’s trademark and result in customer confusion.
William Hill provision sparked shift:
Mumbrella.com.au noted that CrownBet Proprietary Limited was known as BetEasy Proprietary Limited until renaming itself in March of 2015 while its deal to acquire the local resources of William Hill included a provision which saw it agree to cease using some of its acquisition’s branding by October.
Operator wants to place a ‘fresh tone and standard’:
CrownBet Proprietary Limited is majority-owned by Toronto-listed The Stars Group Incorporated and its Chief Marketing Officer, Ed Owens, reportedly told Mumbrella.com.au in September that his company is ‘finally passionate about providing our clients a better way to bet ’ and is intent on ‘placing a new tone and regular in Australian gambling. ’
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