The Penrith Panthers has confirmed that Pepper Group, a leading non-bank lender, has replaced William Hill’s Sportingbet brand as the new sponsor of the Australian National Rugby League (NRL) team’s stadium.

Sportingbet held the naming rights for the 2014 NRL season, having replaced another William Hill brand Centrebet, which became the first online gaming operator to sign a naming rights partnership for a stadium in Australia in 2011.

It follows the completion of a review by William Hill earlier this year of its branding strategy in Australia, with the operator making the decision to unify the Sportingbet, Centrebet and websites under the William Hill brand.

“I would like to acknowledge the wonderful partnership that has existed between William Hill Australia and their Centrebet and Sportingbet brands,” said Penrith District Rugby League CEO Justin Pascoe. “We completely understand the strategic direction William Hill are taking for their business and we wish them all the best in the future.”

A spokesperson for William Hill Australia added: “William Hill Australia has enjoyed a long and successful association with the Penrith Panthers through its Centrebet and Sportingbet brands. We wish the Panthers all the best for the upcoming season and beyond.”

Penrith Panthers’ home ground will now be known as Pepper Stadium. One of Australia's leading non-bank lenders, Pepper offers a range of consumer finance products and services.

“We are excited to be joining forces with another truly global partner,” continued Pascoe. “This strategic partnership is again testament to the current strength of the Panthers brand and our ability to attract quality businesses across all levels.”