Company: Paddy Power Betfair Plc
Brand value: US$801 million
Change since 2018: NEW ENTRY!
Headquarter city: Melbourne
Year formed: 1993
Sportsbet is Australia’s largest online bookmaker for horse racing and sports betting. It operates a premier internet betting and entertainment website, and was the first non-governmental licensed bookmaker in Australia. Sportsbet is owned by Paddy Power, Ireland’s biggest bookmaker. The brand has had a tumultuous year, winning a legal battle with BetEasy over naming rights, amid BetEasy’s attempts to rebrand as “Sportingbet”. This came at the same time as gaming tax changes across multiple states in Australia impacted on profitability, with the introduction of an additional point-of-consumption tax for all online bookmakers. Sportsbet’s was also one of several betting sites that crashed in the lead-up to the race that stops the nation, the Melbourne Cup, which temporarily stopped punters from placing bets via smartphone or computer.