Australian online sports betting operator Sportsbet have been successful in a federal court injunction, which will prevent CrownBet from rebranding themselves as ‘Sportingbet’.
CrownBet, who were acquired by The Stars Group in February, filed an application to reserve the Sportingbet name with the Australian Securities and Investments Commission.
The suit was filed in late June by Australia’s largest online sports betting platform, on the grounds that the two names are too similar, and could potentially “mislead or deceive” customers. The injunction was granted on Wednesday.
“This decision demonstrates that the court shares our concern regarding the likelihood that consumers will be misled into thinking services offered under a Sportingbet brand are connected or associated with Sportsbet,” Sportsbet said in a statement.
A CrownBet spokesperson said that the company is considering its options. “We're obviously disappointed and will examine the decision closely and consider all options available to us."
CrownBet are left with a two options, continue to fight in the injunction at a trial, or consider another brand name altogether.