Sportsbet wins first round against Crownbet following Federal Court ruling

Sportsbet has landed the first blow against rival betting service Crownbet, securing a temporary injunction preventing the company from changing its name to Sportingbet.

Last month, Crownbet put forward an application to change its name to Sportingbet, following Crown Resorts selling its 62% stake in the business to a Canadian-owned gambling company, The Stars Group.

The Federal Court ruled the change to the name would impact the "very high level of brand recognition" that Sportsbet developed in Australia.

It’s unclear if Crownbet will appeal the injunction and push forward to defend the name change.

"We are obviously disappointed and will examine the decision closely and consider all available options,” Crownbet said.

A spokesperson from Sportsbet told AdNews:

"This decision demonstrates that the Court shares our concern regarding the likelihood that consumers will be misled into thinking services offered under a Sportingbet brand are connected or associated with Sportsbet.

"Sportsbet will continue to take all necessary action to protect its brand and prevent deception in the market, and will see the matter through to a final determination if necessary."

The ruling is another chapter to the ongoing feud between the two companies, with Crownbet most recently snatching the $300 million acquisition of former betting rival William Hill away from Sportsbet.

Sportbet has built a strong brand for itself through its bold advertising from BMF, such as its controversial campaign featuring disgraced Olympian Ben Johnson, in its 'Putting the Roid in Android' ad.