The Sun trademarks Sun Bets ahead of sportsbook launch
News Corp's UK subsidiary makes 'Sun Bets' trademark application and is set to use 'back yourself' tagline
UK newspaper the Sun is attempting to gain the trademark rights to ‘Sun Bets’, the likely brand name for its upcoming sports betting product.
According to the UK’s Intellectual Property Office (IPO), News UK, which forms part of the global News Corp Group, applied for four trademarks relating to the name Sun Bets at the end of February, including two with the strapline ‘back yourself’.
Although the applications have been published by the IPO, the body has yet to award Sun Bets with trademark status.
The Sun had previously launched a white-labelled sportsbook in the form of the similarly-named Sun Bet, which was managed by a succession of partners including Ladbrokes.
In addition to the trademarks, the Sun has secured the web domain sunbets.co.uk, with the address currently redirecting users back to the News UK homepage.
The news comes after eGaming Review exclusively revealed last month the Sun had entered final stage discussions with sportsbook operator BetVictor in relation to a potential white-label sportsbook deal.
According to sources, these negotiations are still ongoing with the two parties said to be “ironing out the final details” ahead of a potential pre-World Cup launch.
The newspaper is hoping the sportsbook will be able to replicate the success of its Sun Bingo site, which is run by Gamesys and has acquired a substantial market share due to heavy promotion through the Sun.
The imminent launch of Sun Bets comes amid a flurry of media-related sports betting activity.
Earlier this year the Guardian newspaper launched its own FSB Technology-powered sportsbook called Go Wager while UK publisher Trinity Media is about to release its football-focused betting app Mirror Football after securing a deal with Irish operator Paddy Power.