NORMALLY it wouldn’t be a good thing if the Brits were to invade Australia.
But, one of the world’s biggest bookmaking companies, William Hill, has touched down from the UK and launched its own online offering for punters.
And the good news is that AustralianGambling.com.au, which has always made a strong team with the bookie’s Aussie acquisitions – centrebet.com, sportsbet.com.au and tomwaterhouse.com.au – will continue to partner with WilliamHill.com.au in hunting down the best odds on the biggest sporting events, all over the world.
WilliamHill.com.au’s media man Andrew Brown told AustralianGambling.com.au exclusively that the bookmaker was excited to continue its partnership with our leading sports gambling website.
“A new William Hill advertising campaign (understood to be worth a princely $10 million) will commence in the coming weeks and we’ll continue to keep your readers up to date with all of the latest big bets, moves and punting news,” Brown said.
“It’s great to be on board with a website that is so informative to punters.”
Brown said sportingbet.com.au is no more, rebranded and replaced by the WilliamHill.com.au brand.
“Centrebet.com will change over to William Hill later in the year and TomWaterhouse.com will complete the trifecta in 2016,” he said.
“Punters will continue to enjoy the great service and products they have come accustomed to at sportingbet.com.au.”
And that can only be a good thing, because sportingbet.com.au has always been one of our favourite online bookmaking websites, because it gives the punters what they want – plenty of markets, strong odds and excellent functionality, whether on the mobile, on the tablet or on the desk top.
Existing Sportingbet clients will be migrated to the global betting giant’s new local website, WilliamHill.com.au while new clients will also be able to sign up through the new site.
This was the note William Hill provided to existing Sportingbet customers:
And they’ve done it all just in time for the AFL and NRL seasons to kick off!
The website and app will function exactly the same as it did with Sportingbet – it will just be branded William Hill, and all promos and other deals will be honoured.
The UK giant purchased the Sportingbet Australia business, which included Centrebet, in March 2013, and then went further, acquiring TomWaterhouse.com followed in August of that year.
William Hill Australia chief executive officer Tom Waterhouse said the move was exciting for punters.
“This is the exciting first step towards merging three Australian betting brands into one highly regarded, international brand,” Waterhouse said.
“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.
“The change to William Hill will give us a recognised and respected international brand with which to compete at the highest level in Australia’s competitive market.
“It will also allow us to work much more closely with global racing and sporting bodies and provide our Australian customers with more diverse betting opportunities.
“We’ve seen awareness of the brand build strongly since introducing ‘powered by William Hill’ to the market and now is the right time to launch.
“William Hill Australia has completed a significant improvement phase over the last 18 months.
“We have a passionate and experienced management team in place, a strong internal technology capability and a more effective approach to marketing.
“We are continuing to improve the user experience – particularly in mobile – and are vastly expanding the product range to bring Australian customers a differentiated and exciting experience.”
After the company spent some $700 million acquiring the three online betting ventures, then chief executive Ralph Topping said the rebranding would be inevitable.
“You’ve got confusion of brands and you have to look for a unifying brand,” Topping said at the time.
“They’re all strong brands, but I believe the strongest brand of the lot is potentially William Hill.”
Now we don’t have to spout William Hill for punters who know their stuff, but we will anyway.
Founded all the way back in 1934 in the UK, William Hill employs 240 staff in Australia and some 17,000 around the world. The company has more than 2300 betting shops throughout the UK, and operates businesses in countries including Italy, Spain and the US.
In Australia, its sites have worn ‘powered by William Hill’ branding since the acquisitions.
The bookie is one of our largest, offering sports and racing betting products online, by telephone and via mobile devices.
Sportingbet as an entity was founded by Mark Blandford in 1997 and was sold to William Hill in 2013.
The bookie was launched with a Northern Territory license in 2003 and has offices in Darwin and Sydney. It acquired Centrebet and TomWaterhouse, using the same markets and odds across the three sites.
William Hill has not experienced the astronomical growth of other market leaders – Paddy Power’s sportsbet.com.au and mighty Tabcorp, lagged the growth rates of Irish rival Paddy Power’s Sportsbet, and Tabcorp’s online operations, but that hasn’t phased Tom.
“They’re not known for going and doing things by halves,” he said.
“They’ve come into Australia, put the house in order… With that in place we expect to grow significantly.”
As well as predicting a number of bookmakers wouldn’t survive long-term in Australia last year, AustralianGambling has been covering the William Hill saga since this move was first mooted more than 12 months ago:
- Sportingbet, Centrebet and TomWaterhouse to be phased out
- William Hill enters Australia through Sportingbet purchase
- William Hill completes buy-out of Sportingbet for $720 million
- William Hill set to terminate Centrebet and Sportingbet
- Australian brands survive the William Hill cull
- William Hill buys out TomWaterhouse
- Tom Waterhouse finally turns a profit for William Hill
(c) Australian Gambling – Read entire story here.