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.