easyJet has extended its brand into UK online sports betting via a joint venture with Matchbook-powered Triplebet. [Image: Shutterstock.com

Easy does it

EasyGroup, the parent company of one of Europe’s most iconic airline operators easyJet, has extended its brand into online sports betting in the UK via a joint venture with offshore betting firm Triplebet. 

the joint venture is the brainchild of two colorful businessmen

A Guardian exclusive on Friday revealed the joint venture is the brainchild of two colorful businessmen, easyJet founder Stelios Haji-Ioannou and Triplebet owner Zeljko Ranogajec.

Resulting firm EasyBet, which is half owned by Triplebet subsidiary Matchbook and Easy Group, took to X to announce its UK launch: 

The Matchbook-powered EasyBet website offers sports betting and popular markets like the US presidential elections. According to media reports, Stelios has deemed gambling “a natural new market to complement our other large consumer brands”.

A serious play?

Commenting further, the founder of the low budget airline firm described the EasyBet launch as a defensive move Stelios said it would assert the company branding over other betting sites using the Easy name or variations of it.

EasyGroup recently found itself making headlines for taking legal action against a popular band called Easy Life. The British indie group ultimately ending up changing its name to Hard Life as a result of the lawsuit.

According to the Guardian, Stelios remains an Easy Group shareholder and “licenses out and receives royalties” from the Easy label. While he has launched more than 100 Easy-branded ventures from convenience stores to dog-walking, easyJet remains Stelios’ most successful. 

An interesting partnership

It remains to be seen how the Easy Group’s foray into sports betting will pan out, but at least their new partner is on point with gambling. Australian-born Ranogajec is a low-profile multimillionaire described as the most successful gambler in the world with nicknames like the Loch Ness Monster and The Joker.

the UK Gambling Commission suspended Triplebet’s license

A stain on Ranogajec’s reputation, however, came in 2020, when the UK Gambling Commission suspended Triplebet’s license, citing failings on player protection and anti-money laundering controls. While the UKGC restored Triplebet’s license six months later, The Joker wouldn’t have found the regulator’s £740,000 ($958,873) fine a laughing matter. 

While the notion of a major European brand entering the UK sports betting market piggybacking off an offshore firm might seem strange in the US, it is allowed provided the offshore firm has a subsidiary licensed to take bets in the UK. As such, Triplebet’s UK-sanctioned Matchbook will simply pay a license fee to white label the Easy brand, similar to other deals struck by Virgin, Sky, and the Sun.