The Australian sportsbetting market is huge, as punters wager millions of dollars per month on various sporting events. As such, many international operators have set their sights on entering the industry – and, William Hill has done just that by purchasing SportingBet Australia and rebranding the company under its own name. William Hill first entered the Australian gambling market in 2012, after purchasing SportingBet for $788 million.

Since then, the company has thrived in the local online gambling market continuing under the name SportingBet. Today, William Hill has replaced the SportingBet brand with William Hill Australia. While SportingBet continued to see success after the acquisition, William Hill felt that it would be best to unify the brands.

Since William Hill is one of the oldest bookmakers in today’s modern online gambling market, company executives decided that it should be the face of the bookmaker’s new presence in Australia. “It’s based on an assessment of the marketplace. William Hill is 80 years old,” reads a statement from William Hill “This is not a fly-by-night brand”.

William Hill will also be rebranding Tom Waterhouse and CentreBet – two other Australian betting operators that were acquired last year. The two companies will be included under William Hill Australia later this year. “This is the exciting first step towards merging three Australian betting brands into one highly regarded, international brand,” says Tom Waterhouse.

“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.” By February 24, all of SportingBet’s business will be carried out through William Hill Australia. The SportingBet website, blog and social media will all be rebranded by tomorrow.