easyBet launched by Sir Stelios fund & Matchbook

This weekend, easyGroup the private investment fund of Sir Stelios Haji-Ioannou announced the launch of easyBet.net.

Synonymous with low-cost airline easyJet ,the venture marks the entry of an easy® brand for sports betting audiences.

The easy® sportsbook venture is powered by the peer-to-peer betting exchange of Matchbook, who will operate easyBet.net under the UK Gambling Commission licence (UKGC) of Triplebet Limited.

As the launch statement highlights, “easyBet is a strategic brand extension with its name only one letter apart from easyJet.”

easyGroup has previously pursued brand infringement disputes in sports betting involving the “easy” name, such as easyBet.com and easyBet.co.za. “The launch of easyBet.net will assure customers of a legitimate member of the easy® family and a trusted brand, while preventing further brand infringement in this sector.”

With easyBet.net’s UK debut, the easy® brand follows other British mass-market names like Virgin, Sky, and News UK (The Sun and talkSport) in online gambling ventures.

easyBet.net joins over 200 global brands backed by British Greek-Cypriot billionaire Sir Stelios Haji-Ioannou, who created the easy® group to offer consumers “best and fair value services.”

Sir Stelios remarked, “We are thrilled to welcome easyBet.net to the ‘easy’ family of brands. This is a natural extension, complementing our other major consumer brands in the UK and Ireland.”

For Matchbook, this partnership marks the launch of its white-label sportsbook product. Founded in 2004, Matchbook is a pioneer in sports betting, providing top odds and low commissions for peer-to-peer betting customers.

Through the partnership, Matchbook will contribute to Sir Stelios’ philanthropic initiatives via license fees paid to easyGroup.

Malcolm Graham, CEO of Matchbook, commented, “Matchbook is delighted to partner with easyGroup to offer its betting exchange product. The ‘easy’ brand is renowned for delivering consistent quality and value. easyBet.net offers industry-leading odds across a wide range of sports and geographic markets, delivering a premium user experience.”