Stan James brand to be phased out in UK

Kindred Group is to withdraw the Stan James brand in the UK as it migrates customers to Unibet.

The group acquired the online gambling division of Stan James in a deal worth £19m (€26.4m/$29.3m) in 2015.

Under the agreement, Unibet’s owner acquired the full rights and ownership of the Stan James Online brand.

Stan James has continued to operate over the last two years, but in an interview with the Racing Post, Kindred chief executive Henrik Tjärnström said his firm is to shut down Stan James in order to concentrate its UK market activity through group flagship brand Unibet.

Kindred will carry out a full migration of Stan James customers onto Unibet’s sports betting platform within the coming months.

Tjärnström also confirmed Unibet will take over all Stan James related marketing and sponsorship activities.

Last week it was announced that Unibet will replace Stan James at the title sponsor of The Champion Hurdle at Cheltenham from next year.

Tjärnström told the Racing Post that the company is eager to cement links with horse racing.

“We feel that, unlike any other territory, the UK has a cultural connection to racing, and to betting on racing,” he said.

“As the UK is a key market in our long-term strategy we feel it’s important to support and to be seen sponsoring some of the biggest races in the UK and Ireland.”

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