iam Hill Australia is to rebrand its Sportingbet business as William Hill, the operator has confirmed.

Users who attempt to access the Sportingbet website will be automatically transferred to williamhill.com.au.

Hills, which acquired the Sportingbet business in March 2013, is also to rebrand its other Australian businesses, Tom Waterhouse and Centrebet.

William Hill Australia CEO Tom Waterhouse said: “This is the exciting first step towards merging three Australian betting brands into one highly regarded, international brand.

“Placing all of our assets behind one brand will allow us to provide our customers with the best possible wagering experience and more diverse betting opportunities.

“William Hill has a rich history in betting on racing and sports and the brand will enable us to leverage decades of global wagering expertise and understanding to help us establish the best possible product for punters in Australia.”

Its acquisition of Sportingbet marked William Hill’s first move into the Australian market before its takeover of Tom Waterhouse in the August of the same year.

William Hill Australia reported an 8% increase in net revenue for the full year 2014 as well as a 59% rise in operating profit for the fourth quarter of 2014.