AUSTRALIA’S most annoying TV presence will annoy you no more.

Tomwaterhouse.com, the sports betting brand headed by a fourth generation Aussie bookie in a slick suit and a smarmy smile, is about to become a piece of history.

The move has been on the cards for a while. British betting giant William Hill bought tomwaterhouse.com in 2013 for a reported $34 million. But the business has continued to trade under the tomwaterhouse.com name, with the son of leading horse trainer Gai Waterhouse continuing to front the business for promotional purposes.

William Hill has also since acquired major Australian sports bookie Sportingbet, and the iconic Centrebet, the Alice Springs-based agency which in the 1990s was the first global betting agency to dream up the idea of betting on elections and reality TV shows.

William Hill announced today that it will launch its global betting brand in Australia, replacing its three existing brands, Sportingbet, TomWaterhouse.com and Centrebet.

Sportingbet will be the first to be rebranded, changing to William Hill ahead of the upcoming Autumn Racing Carnival and the 2015 NRL and AFL seasons. The rebranding of Centrebet and TomWaterhouse.com to William Hill will follow in “due course”, a company spokesman said.

But young Tommy won’t be left out in the cold. Since last year he has been CEO of William Hill Australia and will continue in that role.

“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 today.

“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,” he added, because the first bit apparently wasn’t laden with enough corporate gobbledygook.

Founded in 1934, William Hill brands itself as “The Home of Betting” and is the UK’s biggest bookie.