Sportsbet sues CrownBet over rebrand
Paddy Power’s Australian business bemoans “flagrant disregard” shown by CrownBet over change to “substantially similar” Sportingbet name
CrownBet is being sued by Paddy Power’s Australian betting business, Sportsbet, over its attempt to trademark and operate under the “Sportingbet” brand.
Sportsbet claims CrownBet is threatening to violate its own trademark by seeking to operate as “Sportingbet” because the names are “substantially similar”.
According to Australian law publication Lawyerly, the Sportsbet suit filed on 21 June claims that CrownBet’s actions have shown “flagrant disregard” for its rights as the owner of the “Sportsbet” trademark.
CrownBet had been intending to rebrand as Sportingbet after it was purchased by the Stars Group, with the operator’s licence for the Crown brand running out in 2019.
CrownBet filed an application to trademark the word “Sportingbet” for its online gambling services in May before applying to register the name Sportingbet Pty Ltd in June.
However, Sportsbet then sent a letter to CrownBet demanding withdrawal of the trademark application and requested the company stop using the mark.
The firm argued the use of the “Sportingbet” mark by CrownBet would mislead the public into believing its services had been sponsored by or have some connection with Sportsbet.
CrownBet denied the request, insisting the company intended to provide betting services under the new name.