William Hill to Consolidate Australian Brands?

William Hill plc CEO Ralph Topping spoke regarding the Australian acquisitions revealing that established brands included in the takeover may be sacrificed to create a unified corporate identity. Topping was referring to the company's Sportingbet acquisition in an interview with Australian Financial Review. He discussed the possibility of consolidating the brands under one William Hill Australian identity mentioning the Sportingbet brand's similarity to Paddy Power's Aussie acquisition Sportsbet. There was no mention of a unification initiative mentioned during the interview.