Pinnacle Sports rebrands to reflect diversifying business
Operator also reveals plans to launch a new B2B solution and online casino product
Pinnacle Sports has undergone a rebrand by dropping the ‘Sports’ from its name in an effort to signify its expanding business interests.
The operator, which recently acquired the Pinnacle.com domain, will now be referred as simply ‘Pinnacle’, in addition to launching a new logo and “brand architecture” across its portfolio.
The Curacao-licensed firm said the move was designed to reflect its updated mission and positioning, which includes efforts to appeal to a European audience with a new mobile app and a slicker website, as well as a focus on eSports.
As part of the rebrand, Pinnacle is also launching a new Pinnacle Affiliates site, a B2B offering known as Pinnacle Solutions, and an impending online casino product.
“Our customers, industry peers and team members have known Pinnacle Sports as ‘Pinnacle’ since we launched in 1998, so our rebrand is really just a natural evolution,” Paris Smith, CEO of Pinnacle, said.
“We were already looking at refreshing the brand to reflect the growing family of betting verticals we offer beyond sports so when we had the chance to acquire the Pinnacle.com domain it was too good an opportunity to pass up”.
Pinnacle marketing director, Harry Lang, added: “The Pinnacle name is synonymous with the best odds and highest stakes in online betting and has been for nearly 20 years.
“However, as we now offer much more than just a sportsbook, our rebrand was the perfect opportunity to refresh the whole architecture of the brand and look like the contemporary and dynamic operator our savvy customers want to bet with”.