Sportingbet is now effectively Sportsbet

Sportingbet ceased operating in Australia in 2015. The business was taken over by William Hill who later merged with CrownBet to form BetEasy. BetEasy is now Sportsbet.

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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; now BetEasy is Sportsbet. Therefore, the former Sportingbet business is effectively now Sportsbet.

Sportingbet Review 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 be of interest to former account holders.

Sportingbet Highlights

  • Former top bookmaker
  • Australian favourite
  • Last Man Standing competition
  • Loyal following
  • Innovative products




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