Toronto-listed gambling firm The Stars Group is reviving the Sportingbet brand in Australia months after acquiring a majority stake in Australian online sports betting operator CrownBet.

Australian Financial Review reported that CrownBet has asked the Australian Securities Exchange in a filing this week to reserve the “Sportingbet Pty. Ltd.” name, a move that many gaming observers said signaled the start of the company’s rebranding plans.

Sportingbet had been a popular sport betting brand name in Australia before the British bookmaker William Hill acquired it in 2013 to penetrate the once lucrative Australian gambling market. However, William Hill replaced the Sportingbet brand, as well as the Centre and TomWaterhouse.com brands, when it introduced global brand names in the land down under.

Hills’ Aussie division had FY2017 turnover of A$2.55 billion (US$1.98 billion), revenue of A$201 million (US$156.17 million), and an operating profit of just under A$30 million (US$23.31 million).