Sportsbet continues to rule Australian betting operator brand recognition

Online betting operator Sportsbet has once again topped its rivals in brand awareness among Australian gamblers.

According to a new UBS survey of 1k Australian punters, Paddy Power‘s local subsidiary Sportsbet ranked highest among betting operators with a brand recognition score of 85%. Sportsbet’s triumph echoes similar brand recognition surveys conducted in recent years by Global Reviews.

Domestic betting operator Tabcorp and Ladbrokes Australia were in a dogfight for second place, but both were well back of the leader at around 68%, while William Hill, Bet365 and CrownBet also scored in the mid-60s range.

William Hill’s Centrebet brand and Unibet’s Australian division earned scores in the low-50s, and Tatts Group, Tabcorp’s Luxbet and Betfair all generated high-40s numbers, while Ladbrokes’ Betstar and Bookmaker brands could manage only low- to mid-20s scores.

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