Sporting Index rebrands to reflect broader focus

Sporting Index Group has rebranded to Sporting Group to help better reflect the full scale of the company’s offering.

The new Sporting Group umbrella covers the B2C spread betting firm Sporting Index and the company’s B2B arm Sporting Solutions which provides trading and risk-management services to sportsbooks.

As well as the new name, the group will adopt a new “cleaner” look and a new logotype which features two arrows representing the ‘buy’ and ‘sell’ mechanic of spread betting in the spherical shape of a ball.

Simon Trim, CEO of Sporting Group, said:  “The rebrand gives our company a fresh and exciting new look, while still referencing the strong foundations it was built upon.

“Quality and excellence is at the heart of what Sporting Index and Sporting Solutions do, and forming Sporting Group will only serve to strengthen our brand and our offering in the sports betting industry.”

The rebrand, completed in partnership with design agency Chestnut also employs different colour palettes for Sporting Group and each of its sub-brands, symbolising the firm’s “wide offering of multiple global sporting markets available to bet on”.

The group is controlled by Magnus Hedman, who also owns a controlling stake in low-margin operator Pinnacle.

Back in June the group purchased the risk-management business Touchbet and subsequently integrated it into the Sporting Solutions arm of the business.