British bookmaker William Hill will rebrand its three Australian wagering companies under its own banner.

Sportingbet will be the first to be renamed ahead of the upcoming autumn racing carnival and NRL and AFL football seasons.

William Hill Australia, which also owns TomWaterhouse.com and Centrebet, will increase its marketing budget by $10 million to launch the brand.

"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," William Hill chief executive Tom Waterhouse said.

"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.

"We are continuing to improve the user experience, particularly in mobile, and are vastly expanding the product range to bring Australian customers a differentiated and exciting experience."

The parent company has released an operating profit of STG371 million ($A677.19 million) for 2014, an 11 per cent increase on the previous year.