William Hill said it plans to consolidate its Australian brands under the William Hill name to allow more cost-effective marketing, more focused IT investment and reduce brand confusion.
The company currently operates as Sportingbet, Centrebet and tomwaterhouse.com in Australia.
Sportingbet customers will migrate in the first quarter of 2015 with Centrebet customers being migrated later in the year and tomwaterhouse.com customers expected to migrate in early 2016.
The group intends to invest an incremental GBP5 million ($7.5 million) in marketing and other costs to launch the William Hill brand in 2015.
William hill expects a net charge of GBP76 million as a result of the rebranding.
“William Hill Australia’s potential has been significantly improved as a result of our management changes, the restructuring of our operations, increased marketing effectiveness, enhanced user experience and the ongoing expansion of the product range,” said CEO James Henderson. “Using the William Hill brand in Italy, Spain and the US, alongside the UK, has already proved highly successful. I believe now is the right time to adopt the William Hill brand in Australia.”