Tabcorp drops UBET focusing on TAB as lead betting domain

Australia ASX-listed gambling group Tabcorp Holdings has confirmed it will utilise its flagship ‘TAB’ brand as its lead sports betting property.

Tabcorp governance continues its corporate re-alignment, integrating the assets of Aus $11 billion merger partner Tatts Group, detailing that its enlarged enterprise will deliver ‘stronger consumer-facing properties’ in 2019.

The decision to lead with TAB as its sole sports betting domain will see Tabcorp terminate Tatts’ ‘UBET’ brand across all retail and digital platforms.

By the end of Q1 2019 trading, Tabcorp expects to have rebranded UBET’s entire retail portfolio of 1,300 betting points to TAB. Furthermore, all UBET active sponsorships will be transferred immediately to the TAB brand.

Incorporating UBET’s retail portfolio, TAB becomes Australia’s most prominent bookmaker servicing a presence across seven of eight Australian states.

Confirming the changes to Australian media, Adam Rytenskild – Tabcorp Managing Director for Wagering and Media – stated that UBET retail and digital assets would be supported with stronger systems and enhanced product offerings for sports betting and racing consumers.

“The changing of UBET to TAB is one of the largest customer rebranding exercises in recent history in Australia and is a significant key milestone in the post-merger integration of the former Tatts operations into Tabcorp,” said Rytenskild.

“The rebranding is the first significant customer-facing change and a key step in our effort to improve the performance of the UBET business.”