Australian bookie BetEasy will rebrand to CrownBet this week with former owner and chief executive officer of sportsbet.com.au Matthew Tripp at the helm.
Crown Resorts International acquired the majority interest in BetEasy at the end of 2014 and formed a joint venture (JV) combining the online sportsbooks of BetEasy and Betfair Australasia.
The new JV registered the CrownBet trademark this year prompting the anticipation of a new Australian betting brand.
"This exciting new venture will help build an Australian-owned business that can compete strongly with the largely foreign-owned competitors in our wagering industry," James Packer said.
BetEasy is the AFL's official betting partner after be awarded the sponsorship over Tabcorp's TAB.
BetEasy punters will be migrated to crownbet.com.au.
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