Three agencies handle comms in £485m Sportingbet deal

Abchurch Communications, Brunswick and Maitland worked on the recent joint £485m acquisition of Sportingbet by William Hill and GVC Holdings.

William Hill: joint buyer of Sportingbet with GVC
William Hill: joint buyer of Sportingbet with GVC

Abchurch led comms for GVC Holdings, a provider of b2b and b2c services to the online gaming and sports betting markets, on the deal, which closed last week.

Brunswick represented joint buyer William Hill, while Maitland worked for Sportingbet on the transaction.

William Hill acquired Sportingbet’s Australian business and has been granted a call option over Sportingbet’s Spanish business.

GVC has acquired all other aspects of Sportingbet and has now begun the task of integrating and restructuring this business into GVC.

Henry Harrison-Topham, MD at Abchurch Communications, called the deal ‘truly transformational for the group’.

He added: ‘Abchurch will continue to support GVC as it takes the next steps in its strategic development and builds upon its existing brands. We look forward to working with GVC on integrating and restructuring the Sportingbet business and continuing to grow the group as one of the leading operators in these markets.’

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