Stelios Haji-Ioannou, the founder of low-cost airline easyJet, has expanded his EasyGroup empire into the online sports betting market with the launch of a new platform. EasyBet marks his brand’s latest venture beyond travel and hospitality, as reported by The Guardian.
EasyBet, a sports-focused betting site, is a joint venture with Matchbook, a trading name of Alderney-based gambling firm Triplebet. The venture leverages a “white label” model that enables EasyGroup to brand Triplebet’s betting platform with its signature orange “Easy” branding.
Such models are popular among firms looking to gain traction in the UK betting market, where operators must secure a local license for wider visibility, such as on Premier League football jerseys.
The collaboration comes after Triplebet faced a six-month license suspension in 2020, due to regulatory lapses around player protection and anti-money laundering. Since then, the company has restructured its compliance systems to meet regulatory requirements, a critical step toward securing the partnership with EasyGroup.
“Investing in betting was a natural new market to complement our other large consumer brands,” said Haji-Ioannou. EasyGroup has branded more than 100 products and services with the “easy” name, though some ventures — like easyJet — have been more successful than others, including short-lived efforts in coffee and convenience stores.
Owned by Australian-born multimillionaire Zeljko Ranogajec via Newfoundland Limited, Triplebet has also seen the involvement of Brentford FC owner Matthew Benham, a gambling entrepreneur who formerly held a majority stake and retains a minority share.
EasyBet will focus solely on sports betting and political wagers, with no current plans to offer casino games, aligning with Haji-Ioannou’s emphasis on accessible consumer services. The company stated that the move also serves to defend EasyGroup’s intellectual property from “brand thieves,” particularly in the crowded betting market.
Malcolm Graham, CEO of Matchbook, expressed his enthusiasm for the partnership, stating: “We’re thrilled that we will be supporting Stelios’ philanthropic activities via the license fees being paid to easyGroup.”
