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Crownbet Cannot Be Sportingbet - Betting, Tips & Ratings - Racehorse TALK

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Offline PoisonPen7

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O.P. « 2018-Jul-12, 06:47 PM »
Crownbet chases new name after court rules Sportingbet out of bounds

Veteran bookie Matt Tripp faces a seven-week race against time to find a new name for CrownBet after the Federal Court ruled he could not use the Sportingbet moniker because it was too similar to that of rival Sportsbet.

Federal Court judge Mark Moshinsky said Crownbet executives were in a difficulty “in part of their own making” because it should have been obvious that Sportsbet, which is backed by Irish bookie giant Paddy Power, would object to the Sportingbet name.

Justice Moshinksy said Sportsbet’s gigantic spending on advertising demonstrated it had a “very high level of brand recognition” and outweighed CrownBet’s existing rights to the Sportingbet name.

Mr Tripp and his Canadian backer, Stars Group, took full control of CrownBet in late February by buying the remaining 62 per cent of the company from the James Packer-controlled Crown Resorts for $150m.

Stars followed this a week later by laying out another $234m to snap up UK bookie William Hill’s Australian arm and increasing its ownership of CrownBet to 80 per cent.

Under the sale deals, CrownBet has to stop using the CrownBet name by the end of next month and give up the William Hill brand by October 22.

It had proposed to use the Sportingbet name, which it acquired as part of the William Hill deal.

William Hill owned the rights to the Sportingbet name after buying the company, along with the Centrebet and Tom Waterhouse business, in 2013 as part of a previous wave of consolidation in the corporate bookmaking sector.

“From 2002 to 2015, Sportingbet invested heavily in marketing and advertising the Sportingbet brand,” Justice Moshinsky said.

“As a result of this expenditure and the growth of the business, the Sportingbet brand achieved significant recognition during this period.”

However, in September 2013 William Hill decided to drop the Sportingbet and Centrebet brands to concentrate on the core William Hill name.

Company boss Ralph Topping cited the “confusion” between Sportingbet and Sportsbet as one of the reasons for the move.

It later decided to drop the Tom Waterhouse brand, and by April 2015 had moved its Sportingbet customers to William Hill.

Justice Moshinksy said confidential evidence tendered by Sportsbet showed there was a “significant increase in Sportsbet’s marketing in the years 2015 to 2017”.

Evidence given by Sportsbet chief executive Barnaby Evans showed he was “aware that the increase in marketing expenditure occurred at least in part because of the fact that the Sportingbet brand would no longer be used in Australia,” the judge said.

Crownbet chief operating officer Nick Tyshing told the court the Sportingbet brand was still widely recognised.

“However, I am a little sceptical about this, in light of the fact that the Sportingbet brand has been out of use for some time, and in light of the nil value for goodwill in the accounts [of Crownbet],” Justice Moshinksy said.

He said that if Crownbet was allowed to use the name, it was possible “a substantial number of bettors would be likely to be led into error, in that they would be likely to access the respondents’ platform and join and place bets with the respondents rather than with Sportsbet in error”.

Crownbet told the court the limited time available meant it would need to use an old name it already owned, but Justice Moshinsky disagreed.

“In any event, even if the respondents are restricted to using past names, this difficulty is in part of their own making,” he said.

“It must have been obvious to those involved at the respondents that once it was announced that they proposed to adopt Sportingbet as the new name, a proceeding of the character of the present proceeding would be commenced, and an interlocutory injunction application of this type would be made by Sportsbet.”

A spokesman for Crownbet said: “We’re obviously disappointed and will examine the decision closely and consider all options available to us.”

Offline PoisonPen7

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« 2018-Jul-12, 06:59 PM Reply #1 »
So Crownbet need a new name within 3 weeks and they cannot use Sportingbet or William Hill

They should have a comp.

Why don't they buy the Tom Waterhouse URL if they don't already own it? Maybe they can even give Tommy his old job back   :biggrin:

There is a web site called Shopify where you can enter a word in (something to do with the company) and they generate 100 names that are available

I put in the word "bet" and got this back

Out of that list I thought "Bet Kids" was an outstanding choice. Will attract young punters.

Presto bet - watch your money disappear when we close your account?

Propeller Bet - not sure why that is in there but it stands out.

Pleasant Bet - I would want to bet with a company with a happy name like Pleasant Bet.

Well Bet - subliminal message to customers? "Well bet young man".

Pulse Bet - the marketers would love that one.

Offline turfdeli

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« 2018-Jul-14, 06:42 PM Reply #2 »

Offline pegasyber

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« 2018-Jul-15, 08:06 AM Reply #3 »

Offline fours

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« 2018-Jul-15, 08:32 AM Reply #4 »

Offline arthur

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« 2018-Jul-15, 10:09 AM Reply #5 »
Name it after that well known legal firm . .