The billionaire visionary behind low-cost airline easyJet, Stelios Haji-Ioannou, is taking a gamble of his own – quite literally – with the launch of EasyBet, a new online sports betting platform.
This new chapter for Haji-Ioannou, first reported by The Guardian, marks EasyGroup’s expansion beyond its well-known travel and hospitality services.
EasyBet is a collaborative effort with Matchbook, the trading name of the Alderney-based gambling firm Triplebet.
Utilising a “white label” model, EasyGroup will rebrand Triplebet’s betting platform with its iconic orange “Easy” branding.
Companies are increasingly using the “white label” model to gain a foothold in the competitive UK betting market, where they must secure local licences to boost visibility, such as sponsorship deals with Premier League clubs.
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The EasyBet partnership follows Triplebet’s six-month licence suspension in 2020 after regulators found shortcomings in player protection and anti-money laundering measures.
However, Triplebet has since revamped its compliance systems to meet regulatory standards, paving the way for its partnership with EasyGroup.
The EasyGroup umbrella already includes over 100 products and services under the “easy” brand, ranging from travel to grocery stores.
While flagship ventures like easyJet have soared, not all attempts have been successful. Others, including brief stints in coffee shops and convenience stores, didn’t quite take off.
The company hopes this foray into online sports betting with EasyBet will launch the Easy brand to new heights.
“Investing in betting was a natural new market to complement our other large consumer brands,” said Haji-Ioannou.
“We’re thrilled to support Stelios’ philanthropic activities through the license fees we pay to EasyGroup,” said Matchbook CEO Malcolm Graham on the partnership.
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Who’s Behind Triplebet?
Triplebet, the powerhouse supporting EasyBet, is owned by Australian multimillionaire Zeljko Ranogajec through Newfoundland Limited.
The company also has ties to Brentford FC owner Matthew Benham, a gambling entrepreneur who previously held a majority stake and continues to be a minority shareholder.
Unlike other betting platforms that offer a wide range of options, EasyBet will specialise solely in sports betting and political wagers.
There are no plans to add casino games for the time being, with EasyBet sticking to what Haji-Ioannou calls “accessible consumer services”.
According to the company, the move is also a defensive play to protect the EasyGroup brand from “brand thieves”, especially in a market saturated with betting companies.
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