The decision was announced on Tuesday with the re-branding of Sportingbet set to commence before the Sydney Autumn Racing Carnival and the 2015 NRL and AFL seasons.
It is not known exactly how quickly the re-branding of Centrebet and TomWaterhouse will take place, however, they are both expected to be rebranded William Hill in the not-too-distant future.
Tom Waterhouse, who was appointed chief executive of William Hill Australia in July last year, said in a press release the changes would be beneficial to punters and would offer them greater betting opportunities as a part of a globally-recognised brand.
“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,” Waterhouse said.
“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.”
With the re-branding of the three betting companies, William Hill Australia will increase its marketing budget by around $10 million.
It is not the first time Sportingbet and Centrebet have been flagged to be re-branded. In 2013 the then chief executive of William Hill, Ralph Topping, announced the two online bookmakers would be redeveloped to create a sense of unison within the brand.
The plan was ditched when Michael Sullivan, the former chief executive of William Hill Australia who set up Sportingbet originally, walked away.
William Hill Australia was established when Sportingbet Australia (including Centrebet) was acquired by William Hill on March 19, 2013. Tomwaterhouse.com was obtained on August 12, 2013.