EasyGroup, which owns several brands including airlines, has now announced the launch of a sports betting brand named EasyBet.
The goal of EasyBet is "to provide customers with the best prices to support their teams," a goal achieved through collaboration with the peer-to-peer betting exchange Matchbook.
Matchbook has invested in a management team and implemented a "first-class" compliance and regulatory system, offering markets for football, horse racing, cricket, tennis, and other sports through EasyBet.
EasyGroup explicitly states this is the "easy" brand's first foray into the sports betting industry and notes that other companies in the sector have also used its name, against which EasyGroup has filed infringement lawsuits.
It also points out that it will follow other UK consumer-facing brands that have entered the betting industry, such as Virgin, Sky Broadcasting, The Sun, and Ryanair.
Sir Stelios Haji-Ioannou, founder of EasyJet, stated: "We are delighted to welcome EasyBet.net to the 'easy' brand family, a natural new market complementing our other major consumer brands in the UK and Ireland.
"EasyBet will launch in early October 2024, offering peer-to-peer betting aimed at providing customers with fairer odds than traditional bookmakers. It allows you to bet on sports events—whether you bet on what you think will win or bet on what you think will lose. We believe this model offers consumers fairer odds."
Malcolm Graham, CEO of Matchbook, added: "Matchbook is thrilled to partner with EasyGroup to offer its betting exchange products. The 'easy' brand is known for consistently providing customers with quality and valuable products.
"EasyBet.net offers customers industry-leading odds, covering a variety of sports and geographical markets, providing a first-class user experience. We are also pleased to support Stelios's charitable activities by paying a licensing fee to EasyGroup."
In other sports betting news, Entain recently reported a significant increase in NFL betting activities in the UK and Ireland following the 2024/25 season and three high-profile London games.
