Sportingbet extends reach into Scandinavia
By Paul
UK-based Online sportsbook Sportingbet is to extend it’s reach into Scandinavia as a result of a deal with the former marketing partners of Centrebet, another online sportsbook. Sportingbet is to add Danish, Swedish and Norwegian localized sites to its existing global operations.

Quoted on, Sportingbet's chief executive Nigel Payne said: 'Scandinavian countries are attractive betting markets and we are confident Sportingbet is now ideally placed to become the number one sports betting brand in this market.”

'Our new marketing partners have proven ability in customer recruitment, profitable exploitation of new products and sports of interest to the Scandinavian market,' Payne added.

The Scandinavian partners are to handle the new site’s support, market intelligence and translations. Sportingbet will handle risk management, software functionality and multi-currency online transactions.

Sportingbet has been in the news this year thanks to its aggressive global acquisitions policy. Sportingbet bought the customer database of Australian counterpart Michael Sullivan with the aim of driving a public presence in Australia before launching its Australian website,

The company also reported a pre-tax profit in February this year, despite its shares falling after it was issued with court papers in the US for allegedly operating illegal sports betting sites in New Jersey.

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