The UK newspaper The Sun has applied for a series of variation of "Sun Bets" trademarks, as well as a catch line that says "back yourself". While the Sun has yet to go public with their plans of a betting brand, many agree that it is almost certain that they are looking to create their own bookie, as they already have an extensive collection of gaming brands under them including lottery and bingo.
Having their own bookie would create an additional revenue source for the Sun, as they have a huge sports section where it would be natural for many to simply bet directly at the Sun's own bookie. However it may also create conflict with the advertisers already there, as they may see the competition with the brand as being unfair and not wish to continue advertising.
“Britain’s most popular paper is the number one choice of more than half of the UK’s online gamblers, so we are always seeking ways to strengthen our sports offer to them.” A the Sun spokeswoman told to Marketing Week.
Marketing Week also dig into the gambling commission's recent applications for a license, but they didn't find any applications for News UK who is the company who owns the Sun. It is therefore speculated into that they may simply take a whitelabel solution and save the large costs of creating everything from scratch and go with a fully functional service including an already paid license.