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Stelios Haji-Ioannou, best known as the founder of easyJet, has expanded his EasyGroup brand into the online sports betting industry with a new platform, EasyBet. This venture marks a departure from travel and hospitality as EasyGroup joins forces with Matchbook, a brand operated by Alderney-based Triplebet. EasyBet’s launch was recently covered by The Guardian.
EasyBet stands out as a sports-focused betting platform, bringing the iconic “Easy” branding into the betting world through a joint venture model. This “white label” approach allows EasyGroup to customize Triplebet’s existing betting infrastructure with its recognizable orange branding. In the competitive UK betting market, such collaborations are common among operators looking to strengthen their brand and increase visibility, especially in high-profile spaces like Premier League sponsorships.
Triplebet, which operates Matchbook, previously faced a six-month license suspension in 2020 due to issues with player protection and anti-money laundering measures. Since then, the company has overhauled its compliance practices to meet industry standards—a move essential to secure its partnership with EasyGroup. “Investing in betting was a natural new market to complement our other large consumer brands,” said Haji-Ioannou. EasyGroup already includes over 100 branded services under the “Easy” name, from travel to consumer services, though some ventures have seen more success than others.
While EasyBet focuses solely on sports betting and political wagers, the platform has chosen not to venture into casino gaming at this time. This strategy aligns with Haji-Ioannou’s philosophy of providing straightforward, accessible consumer options. The company sees EasyBet as a way to defend its intellectual property, which is especially important in the crowded betting industry.
Notably, Triplebet’s ownership includes Zeljko Ranogajec through Newfoundland Limited, and Brentford FC’s owner Matthew Benham retains a minority stake. Malcolm Graham, CEO of Matchbook, shared his enthusiasm for the new partnership, saying, “We’re thrilled that we will be supporting Stelios’ philanthropic activities via the license fees being paid to easyGroup.” With this new venture, Haji-Ioannou continues to push EasyGroup’s growth into new markets, leveraging his brand’s identity and reputation for accessible, customer-centric services.