After much anticipation, thrilling new punting brand, UBET, has officially launched at a gala ‘green carpet’ event in Sydney.
Amid the fanfare, UBET announced a series of high-profile sports ambassadors and suite of new sponsorships and, in the process, completed a full brand transformation sent a clear “watch out, we’re back in game” message to its competitors.
Parent company Tatts Group announced it was rebranding its wagering division TattsBet in late 2014, and last night marked the start of a new era for the wagering space.
At the event, UBET announced its League of Legends, featuring some of the biggest names on the Australian sporting scene.
Three-time AFL premiership player Jonathan Brown, dual NRL premiership player, NSW Origin and Kangaroos legend Anthony Minichiello, former Wallabies captain Nathan Sharpe, four-time Bathurst champion Greg Murphy and former ESPN host and US sports expert, Jason Bennett all joined the UBET team as ambassadors.
All five will provide expert insights and commentary for UBET punters.
In addition to its existing sponsorships of racing carnivals around the country and the Gold Coast Suns, UBET announced new partnerships with the Port Adelaide Football Club, V8 Supercars, Melbourne City Football Club as well as official, national charity partner – Mates4Mates.
Chief Operating Officer Barrie Fletton said the rebrand wasn’t simply a lick of new paint and a new name.
“This rebrand has been a whole of business evolution. This has been a huge undertaking, ensuring everyone understood the need for change and then working together to make it happen,” Mr Fletton said.
“The customer is at the heart of everything we do and, personally, I’m very proud to see the dramatic change that has taken place both internally and externally. This is without question, the most exciting time in our business’ history.”
UBET, as the exclusive retail operator in Queensland, South Australia, the Northern Territory and Tasmania, has the distinct advantage of being one of only two wagering providers to offer a true multi-channel experience with web, mobile app and telephone betting available in addition to on and off-course retail outlets. One of the major changes under UBET is the emphasis on innovation and new technology.
UBET has launched a new website as well as best in class mobile and iPad apps, which provide punters with a vastly different digital experience. Some of the key features include a more intuitive design, quick multi bets, improved account management functionality and live Sky Racing vision (excluding NSW and Victorian thoroughbreds).
“We know how important vision is for punters, so this is a big win for our customers to be able to be watching the Sky coverage, whilst remaining in the app and reviewing the form or placing bets,” Mr Fletton said.
But UBET isn’t turning to the online world at the expense of bricks and mortar. It recently opened Australia’s first UBET store at New Farm in Brisbane, commencing a multi-million dollar investment in its 1,200 outlet-strong retail network, with the next store to roll out in Tasmania followed by Adelaide.
The new retail concept represents the TAB of the future – a vastly different look and feel with cutting–edge video wall technology, sound canopies, stadium-style seating and new betting terminals.
In an Australian first, the inclusion of UBET Live, a digital, in-play sports betting solution will allow punters to bet through a customised app on an in-store tablet device.
The new retail concept will be rolled out across all outlets over three to four years in Queensland, South Australia, Tasmania and Northern Territory.