Paddy Power-owned Sportsbet has moved to sue CrownBet-owned Sportingbet over their planned trademark in Australia. Sportsbet filed a statement of claims against CrownBet on 21 June. This comes after the bookmaker failed to win the bid for the William Hill brand when the UK bookmaker decided to sell. This was after Sportsbet sent a letter to CrownBet asking them to withdraw their trademark application.
CrownBet refused to withdraw, so Sportsbet has decided to sue. According to Sportsbet, CrownBet is ‘violating the Australian Consumer Law’ by rebranding to Sportingbet. It’s important to note that Sportingbet was taken over by William Hill previously. So, the move to use the old brand could be within the new owner’s rights.
However, Sportsbet believes that the Sportingbet trademark operation violates their existing trademark. Since the case is so murky, it’ll be interesting to see what the Australian courts might decide.
More about Sportingbet
As mentioned, William Hill took over Sportingbet and two other brands when they entered the Australian market. These were then combined under William Hill, after they paid £460 million (NZ$886 million). Unfortunately, the bookmaker was unable to get a proper footing in Australia. In early 2018 they announced the sale of their AU operations.
Paddy Power and CrownBet were the top contenders at the time. Ultimately, CrownBet won with a bid for AU$300 million (NZ$323 million). At this point, it seems a little suspect that Sportsbet is now suing the new brand.
Court Details for Sportingbet
According to the statements filed, the rival bookmaker believes that the similarity between the two names will negatively impact their business. Time will tell if their claims are justified or not, because the case management hearing is on 25 July. The rival bookmakers will appear before Justice Barry Beach. Follow the case here at New Zealand Casinos.
Taralynn Engels is a seasoned casino news writer with a passion for keeping her readers up-to-date with the latest happenings in the gambling industry. With over five years of professional writing experience, Taralynn has developed a deep understanding of the casino industry and a knack for delivering engaging and informative content. Aside from her in-depth knowledge of the casino industry, Taralynn possesses excellent writing skills that allow her to craft captivating narratives that keep readers hooked until the last word. Her ability to simplify complex concepts and present them in an accessible manner guarantees that her articles are enjoyed by both seasoned casino enthusiasts and newcomers alike.
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