After last month losing a legal challenge regarding its plan to rebrand under the ‘Sportingbet’ moniker, Australian online sportsbetting operator CrownBet Proprietary Limited has now reportedly reverted back to its earlier name of BetEasy Proprietary Limited.

Campaign launches new identity:

According to a Monday report from marketing and media industry news website Mumbrella.com.au, the rebrand was first publicized earlier this week via an online and domestic television campaign featuring Australian actress, Nicki Whelan,  alongside former international cricket star, Ricky Ponting.

Sportsbet lawsuit foiled initial plan:

CrownBet Proprietary Limited paid approximately $244 million in March to acquire the Australian assets of British sportsbetting giant, William Hill, and the Melbourne-based firm had originally hoped to rebrand its enlarged business as Sportingbet Proprietary Limited. But, this plan soon ran afoul of a lawsuit filed by rival firm Sportsbet due to concerns that the similarity of the two names would violate its competitor’s trademark and lead to customer confusion.

William Hill provision sparked change:

Mumbrella.com.au reported that CrownBet Proprietary Limited was known as BetEasy Proprietary Limited until renaming itself in March of 2015 while its deal to acquire the local assets of William Hill included a provision that saw it agree to cease using any of its acquisition’s branding by October.

Operator wants to set a ‘new tone and standard’:

CrownBet Proprietary Limited is majority-owned by Toronto-listed The Stars Group Incorporated and its Chief Marketing Officer, Ed Owens, reportedly told Mumbrella.com.au in September that his firm is ‘ultimately passionate about giving our customers a better way to wager’ and is intent on ‘setting a new tone and standard in Australian betting.’