With the launch of the eponymous easyBet.net website in the UK, EasyGroup, the company that operates the well-known easyJet airline, has now slapped its name on a new endeavor: an online gambling business.

The UK sees the growth of the easyBet betting brand.

Finding a market where one party is betting against an outcome is the only requirement, after which the customer can join and place a wager against the opposite outcome. EasyGroup has praised this action as a chance to expand its brand and go beyond its airline business, pizza restaurants, and other investments.

Through a white-label partnership, easyBet, a joint venture, is introduced with Matchbook, the trading name of Triplebet, a company based in Alderney. This enables new betting brands in the UK to use the gambling architecture that already exists to port their offer.

Many businesses have been able to enter the UK sports betting market thanks to the white label system, and Matchbook will also be paying a licensing fee to use the "Easy" branding.

A sense of proprietorship also played a role in the decision; the company is so adamant that it has taken legal action against instances in which the "easy" brand has been abused to imply affiliation with EasyGroup.

An obvious extension of the "easy" brand

EasyBet's arrival into the family of assets has been warmly received by Sir Stelios Haji-Ioannou, owner of the Easy brand, who described it as a "natural new market to complement our other large consumer brands in the UK and Ireland."

Malcolm Graham, the CEO, embraced the chance to see his business assist in the introduction of yet another well-known brand in the area. He praised the "easy" brand for its popularity and the way that consumers associate it with quality.