By relaunching its brand, Stanleybet said this would support its growth plans in the global market as well as its existing operations across Europe and in Africa.
Established in Northern Ireland and now headquartered in England, Stanleybet currently has a B2C presence in Belgium, Cyprus, Italy, Malta and Spain, with more than 2,000 branches and 3,000 employees and collaborators.
The group is also active in Croatia, Denmark, Germany, Nigeria, Romania and the UK with its Magellan Robotech B2B brand.
“Since we first considered the rebranding, the goal has been to continue to embody the group’s core values – strength, dynamism and balance – while responding to the changes in the industry and, more generally, to new styles and trends used to convey a message,” Stanleybet Group chief executive Giovanni Garrisi said.
Stanleybet Group head of brand, marketing and communications, Ivan Fantasia, added: “My team and I evaluated various options, ranging from more cautious choices to more audacious ones. We ultimately decided to carefully restyle the brand that was already in use, with a final outcome that less accustomed eyes might not even detect initially.”