EasyGroup launches into sports betting with easyBet

EasyGroup, the operator behind the popular easyJet airline, has now slapped its name on a new venture, with the organization entering into the online gambling arena with the eponymous easyBet.net website launched in the United Kingdom.

easyBet betting brand takes off in the UK

The website, described as a peer-to-peer betting exchange similar to Betfair's business model, offers customers the opportunity to bet directly against one another.

The only condition that needs to be fulfilled is to find a market where one party is betting against an outcome, so that the customer may join and bet against the opposite outcome. EasyGroup has hailed this move as an opportunity to further diversify its brand and push beyond its airline venture, pizza joints, and other investments.

The joint venture, easyBet, is launched with Matchbook, which is the trading name of Alderney-based Triplebet through a white-label partnership, allowing new betting brands in the United Kingdom to use existing gambling architecture to port their offer.

The white label system has allowed numerous companies to throw their hat into the sports betting rink in the United Kingdom, and Matchbook will be paying a licensing fee for using the "Easy" branding as well.

Part of the decision is also motivated by a sense of proprietorship as the "easy" brand has been misused to suggest affiliation with EasyGroup, the company insists to the point that it has taken legal action against such cases.

"The launch of easyBet.net will provide customers with the assurance of a legitimate member of the easy family and a trusted ‘easy’ brand and prevent any further brand infringement in this sector,"a statement by the company read.

A natural continuation of the "easy" brand

Sir Stelios Haji-Ioannou, owner of the Easy brand, has welcomed the opportunity to see easyBet join the family of assets, calling it a "natural new market to complement our other large consumer brands in the UK and Ireland."

"It allows you to bet on sports events – you can back what you think will win or lay what you think will lose. We believe this model offers fairer odds to the consumer," Sir Jaji-Ioannou added.

For its part, Matchbook was similarly happy. CEO Malcolm Graham welcomed the opportunity to see his company help launch another prominent brand in the jurisdiction. He hailed the "easy" brand for its renown and its association with quality in consumer minds.

"easyBet.net offers its customers industry-leading odds across a wide range of sports, and geographic markets, offering a top-tier user experience," Graham added.

Image credit: easyJet