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Peter Jackson, CEO of Paddy Power Betfair says that the change in name is intended to highlight the “increased variety” of Paddy Power Betfair’s products, now six after recent acquisitions — Paddy Power Betfair, Sportsbets, FanDuels, TVGs and Adjarabets. At Paddy Power Betfair’s annual general assembly in May, the name change will go before shareholders for approval. Jackson stated that the Group would be renamed Flutter Entertainment plc, due to its growing portfolio of brand names. We do not plan to continue using this name in the future for our consumers. Instead, we’ll ask shareholders for their permission at the next AGM.

Jackson claimed the change to the new name of the corporation was a necessity. However, it will be some time before we can determine if the generic sounding “Flutter”, chosen by the company to represent its corporate identity will have any long-term benefits. The name “Paddy Power Betfair”, at least, was not a bad one. It was often shortened to Paddy, PPB, or even PPB. The Paddy Power and Betfair brands will still remain prominent in the markets they are most familiar with 2up.

Flutter is not a new name. It dates back to 2001 as part of a corporate acquisition made by Betfair. As Jackson pointed out, it was a cheap move, since branding consultants were not required. Who knows? Who knows?

The sniping has begun over the name change proposal. Joe Brennan, of The Irish Times, quickly condemned the name change, saying, “The Flutter Entertainment plc could not be more tone-deaf at a moment when the gambling industry already has an image issue.” Brennan said, “A company which spends millions of dollars on advertising and marketing every year would have made a good investment if they had hired some professionals.”

Brennan’s screed is a perfect example of how gambling marketing and advertising has moved beyond the fun stage in UK and Ireland. He concluded that “the group’s proposed new name, though, is incompatible with this agenda.”

Yeah, whatever. The nanny state is pushing the limits if a corporation has to resort such political mollifying over a name that does not directly relate to any brand. Paddy’s (Power Betfair), on the other hand, has much more pressing concerns. There’s also the EUR55million in unpaid taxes that Greece and Hesse, Germany have claimed. Greece claims EUR15m in relation to Paddy Power services offered in Greece between 2012 and 2014. Hessian assesses Betfair’s operation in Greece in 2012, and prior.

In both jurisdictions, there were stretches where the regulatory framework was unclear. The courts have also challenged this. PPB has appealed both assessments but its chances are low. Others face back-tax assessments As we continue our strange tales of US sports betting, let’s look at the Sports Betting National Championship. DraftKings, global leader in DFS, offered a unique wagering contest to the newly opened market in New Jersey. The Sports Betting National Championship (SNBC) ran between January 11-13, at DraftKings live betting sportsbook outlets located in New Jersey. It was intended to combine traditional sports wagering and the contest element that is DFS.

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