William Hill’s Australian subsidiary has completed its long-awaited review of its branding strategy in the country, making the decision to unify the Sportingbet, Centrebet and Tomwaterhouse.com sites under the William Hill brand.

Alongside a trading update released this morning, the operator explained that following the review the board had concluded that there was potential to drive “substantial longer-term value” from rebranding the sites, with the process to begin in February.

It said that the move would allow it to focus its brand media and marketing support on promoting a single name, which in turn would make marketing more cost-effective and allow it to increase its focus on investment in William Hill Australia’s technology...

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