Sportingbet became William Hill, then BetEasy
In February 2015, the Sportingbet business became known as William Hill Australia. For the most part, the bookmaking outfit operated exactly as it did under the Sportingbet brand. In 2018, William Hill merged with CrownBet to form BetEasy; so, the former Sportingbet business is effectively now BetEasy.
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Sportingbet.com.au was the biggest bookmaker in Australia. They ran an extremely well regarded and trusted brand. Their strength came from the number of betting promotions and free tipping competitions that they provided their customers with. Their leading position within the Australian online betting market has now been assumed by Sportsbet.
The takeover of the Sportingbet business was a sad one for loyal Australian sports fans. William Hill took over with its brand, and did away with the goodwill of the Sportingbet business. William Hill didn’t last long either, eventually merging with CrownBet to form BetEasy in 2018. Former Sportingbet CEO Michael Sullivan has launched a new betting site called BlueBet. BlueBet is run in much the same vein that Sportingbet was and, may of interest to former account holders.