Merkur Group is rebranding its Austrian sports betting operation Cashpoint Sportwetten to Merkur Bets, adopting a more uniform brand image in Europe.

Having already renamed its other sports betting brand Xtipto Merkur Bets in Germany last year, the move looks to bolster the unification and internationalisation of the Merkur brand.

The Xtip revamp was accompanied by a new logo and brand image, as well as fundamental product changes and improvements in the online and brick-and-mortar sector. At the time, Merkur asserted that the renaming of the foreign subsidiaries in Belgium (Betcenter), Austria and Denmark (both Cashpoint) was being planned.

Mathias Dahms, Managing Director of Sports Betting at Merkur Group, commented on Cashpoint Sportwetten’s new name: “Our rebranding marks a clear strategic focus on a long-term future. The new name reflects our proven and unique concept while also highlighting our ambitions for international growth.”

Founded in 1996, Cashpoint Sportwetten is headquartered in Gerasdorf and has been responsible for the sports betting operations of Merkur Group in the Austrian market.

The Merkur brand far outdates Cashpoint, having been introduced in the 1970s, beginning with the first proprietary amusement with prizes (AWP) machine – the Merkur B – and continued with the opening of the first company-owned arcade – the Merkur Spielothek. 

“As one of the most prominent officially licensed sports betting providers in Austria, we are positioning the new brand Merkur Bets to offer both a physical and rapidly growing digital presence,” added Daniel Mair, the brand’s Managing Director.

This marks the latest in a series of rebranding efforts at Merkur Group, with the firm having officially changed its name from Gauselmann Group in January 2024. Despite this change, Merkur.com AG remained in the ownership of the Gauselmann Family Foundation.

On the rebranding, announced 67 years after the firm’s foundation, the company’s Founder and Chairman of the Management Board, Paul Gauselmann, commented: “The corporate group is becoming increasingly digital and international. The change of name reflects this fact.”

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