Poll: Should Unibet retain the Stan James brand?

Last week Unibet chief executive Henrik Tj?rnstr?m gave its recently acquired Stan James Online business a glowing report, saying the UK-facing brand had been performing “ahead of expectations”.

But despite completing the ?19m acquisition of Stan James at the end of Q3, Tj?rnstr?m admitted the firm had yet to come to a final decision on whether it would continue to operate the sportsbook under its current guise or bring the business under the Unibet brand.

The Stan James branding on site recently saw the addition of “Part of the Unibet Group”, which some observers believe could be the start of a complete rebranding exercise.

And speaking to eGaming Review last week, Tj?rnstr?m suggested he was leaning towards a global single-brand strategy, which could mean the end of the Stan James brand online – Unibet doesn’t own the Stan James retail business.

“We will see what we’re going to have but I see a lot of merits of having one global sportsbook brand and we will see which one that is,” Tj?rnstr?m said.

“We think the product is much more important for the customer than the brand and it’s much more manageable changing the brand for the customer than to change the product,” he added.

Tj?rnstr?m said he expected a final decision would be made in the next six months and the firm could yet decide to retain the Stan James name and employ a dual brand strategy in the UK market.

With this in mind, this week’s poll wants to know what you think Unibet should do with the Stan James brand. Have your say on the right hand-side of the page.