Australian betting and lotteries operator Tatts Group has officially launched its new UBET betting brand.

On Wednesday, Tatts threw a party in Sydney to mark the official birth of UBET, into which Tatts has folded its Tattsbet, Tatts.com, TAB and Tote brands. The choice of Sydney was interesting for the Brisbane-based Tatts, given that Sydney is the home of retail betting rival Tabcorp, so consider this a shot across the bow.

The rebrand was accompanied by the launch of the new UBET website, smartphone and iPad apps. Work is already underway on the physical rebranding of Tatts’ 1,200 retail outlets, a process estimated to take between three to five years, although that pace could be quickened if business exceeds expectations.

To ensure UBET got off to the proper roaring start, Tatts announced a new exclusive wagering partnership with Aussie touring car racing outfit V8 Supercars. The two-year deal gives UBET naming rights to the UBET Victory Lane for selected races, a broadcast presence and on-track and digital brand integration. The deal’s first fruits will be evident this weekend when UBET becomes title sponsor of the Perth SuperSprint at Barbagallo Raceway.