Bookmaker Ownership Structure in Australia

With so many bookmakers sharing the same owner, it’s worth paying attention to the bookmaker ownership structure in Australia. A number of bookmakers feature identical odds and markets, leaving weekly promotions as the only point of difference. This reduces the benefits of holding a membership with each of them.

To assist with bookmaker membership selections, below is the current ownership structure of the leading Australian-licensed bookmakers. Some owners place more emphasis on their leading brands, so where applicable the primary brand for each owner is highlighted.

Bet 365 Group Limited  UK
Private company, headquartered in Stoke-on-Trent, England. Employs over 2,100 staff. Learn more.

BlueBet Pty Ltd  Australia
NSW company founded in 2015 by Michael Sullivan, the former CEO of Sportingbet and Centrebet.

ClassicBet Pty Ltd  Australia
Founded in 2014 and based in Penrith. At this stage we know very little about the owners.

Crown Resorts & Matthew Tripp  Australia
Crown Resorts (owned by James Packer) owns two-thirds of the joint venture, with Matthew Tripp (former owner of Sportsbet) owning the rest. Betfair is a betting exchange while CrownBet is a bookmaker so the two don’t share the same odds or markets.

Ladbrokes plc  UK
Headquartered in Harrow, Greater London. It heritage dates back to 1886, with the Ladbrokes name adopted in 1902. The company is listed on the London Stock Exchange and has over 13,000 employees. In addition to its online presence, Ladbrokes maintains over 2,400 retail betting shops in UK and Ireland, with more shops in Spain and Belgium. Learn more.

  • Betstar – licensed in the Northern Territory (review)
    Previous name: Eskander’s Betstar
  • Bookmaker – licensed in the Northern Territory (review)
  • Ladbrokes – licensed in the Northern Territory (review)
    Ladbrokes is the primary brand of the three bookmakers, as evident by the greater range of promotions for Ladbrokes compared to Betstar and Bookmaker. Pty Ltd  Australia
Brisbane company founded in 2017 by Dean Shannon, the former CEO of Ladbrokes Australia and the founder of, which he sold to Ladbrokes in 2013.

  • Neds – licensed in the Northern Territory (review)

Paddy Power plc  Ireland
Founded in 1988 and listed on the Irish Stock Exchange. The company operates around 400 betting shops across Ireland and the UK. Learn more.

  • Sportsbet – licensed in the Northern Territory (review)
  • IASbet – now closed

Palmer Bookmaking Pty Ltd  Australia
Founded by the Palmer brothers and operates operates from offices at Canterbury Racecourse. The Palmer family has been associated with betting in Sydney for over 30 years. They commenced online wagering in 2013.

Pointsbet Australia Pty Ltd  Australia
Launched in early 2017 with a postal address in Melbourne. At this stage we know very little about the owners.

Tabcorp Holdings Limited  Australia
Tabcorp is a wagering, gaming, media and Keno operator in Australia. It was founded in Melbourne in 1994 after the privatisation of the Victorian TAB. The company is headquartered in Melbourne and is listed on the ASX. It operates almost 2,000 betting outlets in NSW and over 600 in Victoria. It also offers on-course betting at 255 racecourses. Learn more.   Note that unlike most sibling bookmakers, Luxbet and Tab Sportsbet offer different odds and markets and are licensed in different states to one another.

TopBetta Pty Ltd  Australia
Founded in 2013 and is based in Newcastle.

Unibet Group plc  Malta
Founded in 1997. Was originally based in the UK but is now headquartered in Malta. The parent company is listed on the Nordic stock exchange and holds licences in France, Belgium, Denmark, Italy, Australia and the UK. They boast over 9.5 million customers in over 100 countries. Learn more.

William Hill  UK
Founded in 1934 and is listed on the London Stock Exchange. The company employs over 16,000 people and operates 2,300 betting offices across the UK. Learn more.

  • Centrebet – licensed in the Northern Territory (review)
  • Tom Waterhouse – now closed
  • William Hill – licensed in the Northern Territory (review)
    Previously called Sportingbet. William Hill is the the primary brand of the three bookmakers. Centrebet will be merged with William Hill sometime in 2015 with Tom Waterhouse to follow in early 2016.


Share this: