In Australia, online sportsbetting operator, CrownBet Proprietary Limited, is reportedly facing a legal challenge to a supposed plan that would see it re-brand its recently-enlarged business under the ‘Sportingbet’ moniker.

According to a Monday report from Lawyerly Media, the Melbourne-based provider spent approximately $244 million in March to acquire the local assets of British sportsbetting giant William Hill before filing an application last month to trademark the word ‘Sportingbet.’ CrownBet Proprietary Limited is majority owned by Canadian firm, The Stars Group Incorporated, and later applied to the Australian Securities and Investments Commission for permission to register the name Sportingbet Proprietary Limited.

Citing a report from The Australian newspaper, Lawyerly Media reported that Alan Tripp, who is the father of CrownBet Proprietary Limited’s new Chief Executive Officer, Matt Tripp, previously owned an Australia-facing online sportsbetting operator called Sportingbet before this venture was sold to William Hill as part of a 2013 deal worth about $606.3 million.

Lawyerly Media reported that the local Sportsbet operation of Dublin-based bookmaking giant, Paddy Power Betfair, has now reacted to its rival’s planned name change by filing a lawsuit that would prohibit the re-branding. The antipodean nation’s largest sportsbetting firm, Sportsbet claimed that the intended move would violate its own trademarked name due to the fact that the two monikers are so similar.

In the lawsuit filed on Thursday, Sportsbet declared that the planned move by CrownBet Proprietary Limited would be in ‘flagrant disregard’ of its own rights. The Melbourne-headquartered firm furthermore stated that it has operated under its current name for over 25 years and online at since 2013 and that its positive reputation could be harmed if its rival is permitted to re-brand.

Lawyerly Media reported that the legal action from Sportsbet is seeking a temporary and permanent injunction against the re-branding as well as damages and court costs alongside an order that would require CrownBet Proprietary Limited to withdraw its trademark application for the ‘Sportingbet’ name.