Tom Waterhouse’s brand is shutting up shop after being bought out by English betting giant William Hill.

The business will be merged under the William Hill name later this year, after being bought for $34 million in 2013.

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Sportingbet and Centrebet have also been acquired and will be rebranded in 2015.

Waterhouse, who is a fourth generation bookmaker, has been the CEO of William Hill Australia since last year, and will continue under the role despite the closure of Tomwaterhouse.com.

“The change to William Hill will give us a recognised and respected international brand with which to compete at the highest level in Australia’s competitive market,” he said on Tuesday.

“It will also allow us to work much more closely with global racing and sporting bodies and provide our Australian customers with more diverse betting opportunities.”

William Hill was founded in 1934 and is the UK’s biggest bookmaker.