Haji-Ioannou has launched EasyBet, a joint venture with Matchbook, the company behind the Alderney-licensed Triplebet sportsbook
Stelios Haji-Ioannou, the billionaire behind the famous EasyJet airline group, has forayed into the world of online sports betting with an Easy-branded sportsbook. To that end, the entrepreneur has teamed up with an offshore gambling firm that has formerly had trouble with the United Kingdom’s Gambling Commission.
EasyBet Will Complement the Easy Portfolio
As reported by The Guardian, Haji-Ioannou has launched EasyBet, a joint venture with Matchbook, the company behind the Alderney-licensed Triplebet sportsbook. The latter company had its license temporarily suspended in the UK several years ago and received a fine of $961,300 over responsible gambling and AML failures.
Triplebet has since reinforced its AML and customer protection systems in order to meet the UKGC’s standards.
Under a white-label deal, Triplebet will leverage its existing infrastructure to spearhead EasyBet’s launch in the UK. Haji-Ioannou, on the other hand, will earn a fee for the use of its branding.
A Natural Next Step for the Easy Brand
Since launching EasyJet in 1995, the elusive billionaire has launched dozens of business ventures using the “easy” brand. Haji-Ioannou has fervently defended the easy brand despite the mixed success of many of its endeavors.
While EasyJet remains an undisputed winner, Haji-Ioannou’s other businesses, including the easy-branded coffee, shops and dog-walking businesses have failed to replicate its success. Despite that, the businessman remains committed to expanding his portfolio and believes that betting is the next natural step for the “easy” brand.
The EasyBet brand is now live, offering bets on sports, as well as wagers on the outcomes of political events. The new venture aims to capitalize on the growing popularity of sports and sports betting and the increasing demand for political betting options.
Speaking of political betting, Elon Musk’s pro-Trump sweepstakes lottery was halted amid legal concerns and a warning from the US Department of Justice. In the meantime, Kalshi, the popular regulated exchange and prediction market, reported record-breaking election betting activity in the US.
