Online sports betting operator Pinnacle Sports has undertaken a rebrand that involves dropping the ‘sports’ from their name.
On Wednesday, Pinnacle Sports formally announced that it would now be known simply as Pinnacle. The move was widely telegraphed following the Curacao-based company’s acquisition in March of the Pinnacle.com domain, which now serves as the company’s official point of entry.
Pinnacle, which holds gaming licenses in both Curacao and Malta, released a statement saying the rebrand was accompanied by a “bold new logo” as well as sub-logos for Pinnacle’s individual verticals (sports betting, casino, live dealer casino, eSports, mobile, etc.).
Pinnacle has also launched a new affiliate site – which ironically still displays the old Pinnacle Sports logo – as well as a new B2B offering the company has dubbed Pinnacle Solutions.
Pinnacle CEO Paris Smith said the rebrand was “really just a natural evolution” given that customers and peers – as well as the writers of an episode of HBO’s The Sopranos series – have traditionally referred to the company without the ‘Sports’ suffix ever since the stie began taking online wagers back in 1998.
Smith said Pinnacle had already been exploring a rebrand to more accurately represent the company’s expanding menu of gambling options when the Pinnacle.com domain became available, making it “too good an opportunity to pass up.”
Pinnacle was acquired last year by Magnus Hedman, the man behind Malta-based risk management and odds supplier Touchbet Ltd. The company has since embarked on a new expansion strategy based on establishing footholds in regulated online gambling markets.