Published
OnlineMarketingSports BettingIndustry

William Hill launches sportsbook in Latvia

William Hill has announced the rollout of its sports betting and online casino brand in Latvia.  

william hill latvia gi web image
Listen To Article

William Hill hopes an increased stake in the Latvian market will boost brand visibility in the country. 

The operator notes that a quick entry into the Latvian market was made possible by rebranding its local sports betting brand, 11.lv. 

Latvia’s 11.lv was acquired by William Hill in 2019 and has been under a local licence since 2012.  

William Hill notes the rebrand has coincided with significant Latvian sporting events, including the 2022 IIHF World Championship and the Responsible Gaming Latvian Cup, which both took place in the last month. 

William Hill’s International Managing Director, Nir Hakarmeli, said: “I am very proud of the work done building 11. lv brand in the Latvian market, becoming one of the leading brands in the country.  

“This makes us well-positioned to take this strategic step, and we look forward to introducing one of the strongest brands in the industry and proving to our Latvian customers that William Hill is who you play with.” 

This news comes after 888 announced it expects its acquisition of William Hill to happen on or around 30 June.

888 is taking over William Hill's European assets from Caesars Entertainment, which bought William Hill's US assets in 2021 for £2.9bn ($3.7bn). It could be argued it is too easily dismissing the power of the William Hill brand in Europe.

The operator’s shareholders overwhelmingly voted in favour of the acquisition during an Extraordinary General Meeting (EGM). 

Premium+ Connections
Premium
 
Premium
 
Premium
 
Premium
 
Premium
 
Premium
 
Premium
 
Premium
 
Premium
 
Premium
 
Premium
 
Premium
 
 
Premium
 
Premium Connections
Consultancy
Executive Profiles
Chicken Ranch Casino
The Responsible Gambling Affiliate Association (RGAA)
Catena Media
Gambling Commission
Follow Us
The most prestigious Awards in the industry are heading to the Philippines! The Global Gaming Awards Asia-Pacific will recognise and reward (as the name suggests) the strongest performers from the Asia-Pacific gaming industry across the previous 12 months.
This year's winners will be announced at a luncheon ceremony on Day 2 of SiGMA Asia, 4th June, in Manila.
The eleventh annual Global Gaming Awards Americas will recognize and reward the gaming industry's strongest performers across the previous 12 months. These are the most prestigious and trusted Awards in the industry and have gained respect amongst industry heavyweights, due to the strict rules and procedures put in place.

Facing Facts: Operator Q3s from across the globe

Gambling Insider compares Q3 2023 results from major gamblin...

Taking Stock: Operators and suppliers across the world

Sticking with our theme of gambling across the globe, Gambli...

CEO Special: Jade Entertainment and Gaming CEO Joe Pisano - down to earth

Jade Entertainment and Gaming CEO Joe Pisano speaks to Gambl...

CEO Special: Betfred CEO Joanne Whittaker - saying it as it is

Betfred CEO Joanne Whittaker joins Gambling Insider Editor T...