The Penrith Panthers has revealed that William Hill’s Sportingbet has taken over the naming rights of the Australian National Rugby League (NRL) team’s stadium which will now be known as Sportingbet Stadium.

Sportingbet replaces its subsidiary Centrebet as naming rights sponsor after parent company William Hill had discussions into the two Australian bookmaker brands.

“Our research revealed that Sportingbet is the stronger rugby league brand and we wish to utilise that by placing additional focus on it,” said Sportingbet CEO Michael Sullivan. “The switch to Sportingbet Stadium re-enforces our commitment to supporting and sponsoring rugby league in Australia.”

The Panthers became the first sports team in Australia to name its stadium after an online gaming operator back in January 2011 following an extension to its existing sponsorship deal with corporate partner Centrebet.

Formerly known as CUA Stadium Penrith after a deal with Credit Union Australia, the 22,500 capacity stadium was renamed Centrebet Stadium Penrith.
 
The Panthers’ head of business development Justin Pascoe said he is looking forward to continuing the working relationship between the two brands.

“Panthers and William Hill Australia have had a very successful partnership to date, and I look forward to growing this even further to promote both companies in a professional and responsible manner,” he said.

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