Star Sports debuts in Australia after successful licence application
Brighton-based independent UK bookmaker launches Down Under, fulfilling a “lifelong ambition” of owner Ben Keith
Star Sports has commenced operations in Australia after being granted a wagering and betting licence in the state of Victoria.
The independent on-course, retail and online bookmaker will operate as an digital-only business in the country.
Star Sports, based out of Brighton, has a strong retail presence and an online platform in the UK, with three domains live in the market.
The company was handed a sports betting licence by the Gambling Commission back in 2010, along with a virtual sports licence.
In 2018, Star Sports added an online casino and bingo licence to its portfolio as it expanded into new verticals.
Founded in 1999 as Star Racing, the operator initially focused solely on horseracing and catering to high-value customers.
Following the acquisitions of fellow independent bookmakers Vickers, Waldron and Turner and Kendrick, Star Racing rebranded to Star Sports in 2009 as it branched out into different sports.
The operator has also tapped former Baggy Bet CEO Shane Ciurleo as its Australia general manager.
Ciurleo said: “I feel very fortunate to be given the opportunity to bring the Star Sports brand to life in Australia.
“Ben Keith and his team have built and maintained a wonderful brand in the UK, and I look forward to introducing the Australian market to the Star Sports brand ethos and values.”
Star Sports owner Ben Keith added that the move to Australia will see him fulfil a “lifelong ambition”.
He said: “I am thrilled to be launching our Star Sports brand in Australia. With Shane at the helm, I have the upmost confidence in the team Down Under.
“It was a lifelong ambition to trade at the prestigious Melbourne Cup and, with great thanks to the Waterhouse family, it became a reality last year. We at Star Sports believe in bookmaking and are very excited to begin operating in Australia.”
The Australian government recently announced plans to put a cap on the number of gambling adverts appearing on TV, rather than a blanket ban that had been initally proposed and lobbied for.
Labour MP Bill Shorten has since claimed that free-to-air TV in the country would suffer drastically without gambling ads.
Meanwhile, former prime ministers John Howard and Malcolm Turnbull have signed an open letter in favour of banning gambling ads altogether.