Sportsbet, TAB continue stranglehold on sports betting market

Online customer research firm, Global Reviews, has just released an Australian study revealing how well punters recall various sports betting brands, particularly after several recent rebrands.

As expected, Sportsbet and TAB are still the market leaders when it comes to Australian sports betting, with a brand recognition of over 65%.

Suprisingly, Tom Waterhouse, despite hardly any promotion nowadays, still rates highly, coming in at third on the list with 23% behind the two major players. However, this figure is expected to continue to steadily decline over the next year.

William Hill has risen slightly over the past 12 months, but has struggled to gain a foothold in the market, with a brand recognition of just under 10%. With the Spring carnival just around the corner, it is a great opportunity for the company to connect with casual punters who may have previously been familiar with Sportingbet, who rebranded earlier this year to William Hill.

Ubet may be a company to watch, as it currently has a brand recognition of just over 10%, despite only being in the market for just two months at the time of the research.

See the full report at