easyJet owner easyGroup is entering the online sports betting market for the first time through a partnership with betting exchange operator Matchbook.

easyBet.net is a peer-to-peer betting offering through which the company promises to offer fairer odds to consumers.

It is the latest addition to the ‘easy’ family of brands established by easyJet founder Sir Stelios Haji-Ioannou, which includes around 100 brands such as easyHotel, easyCar, easyMoney and easyCruise.

easyGroup said the launch will prevent any further brand infringement occurring, having previously pursued several infringement cases against brands using the ‘easy’ name in the sports betting industry, including easyBet.com and easyBet.co.za.

“We are delighted to welcome easyBet.net to the ‘easy’ family of brands which is a natural new market to complement our other large consumer brands in the UK and Ireland,” said Haji-Ioannou.

Malcolm Graham, CEO of Matchbook, commented: “Matchbook is delighted to be partnering with the easyGroup to offer its betting exchange product.  The ‘easy’ brand is renowned for consistently supplying quality and value to its customers. 

“easyBet.net offers its customers industry leading odds across a wide range of sports, and geographic markets, offering a top-tier user experience. We are also thrilled that we will be supporting Stelios’ philanthropic activities via the license fees being paid to easyGroup.”

easyBet.net operates in the United Kingdom under a licence issued to Matchbook’s Triplebet Limited, and outside the UK via Triplebet’s Alderney licence.