Stockholm-listed online gambling operator Kindred Group is phasing out its UK-facing Stan James Online brand in favor of its flagship Unibet brand.

In July 2015, Kindred Group (under its former Unibet identity) acquired the online business of UK bookmaker Stan James Group. Last week, Kindred CEO Henrik Tjarnstrom revealed to the Racing Post that the Stan James Online brand wasn’t long for this world.

Tjarnstrom said Unibet would be taking over Stan James’ racing sponsorship presence, including title sponsorship of the Champion Hurdle at Cheltenham next March. The brand switcheroo would get underway at next month’s Elite Hurdle at Wincanton.

Kindred currently controls 14 different gambling brands, including the UK-facing 32Red online casino business, but Unibet remains the Group’s flagship property and a key component of Kindred’s UK growth strategy. Tjarnstrom said Stan James Online customers will be migrated to Unibet over the coming months.