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 Connections
Consultancy
Executive Profiles
Soft2Bet
Scientific Games
Digitain Malta
Follow Us

Facing Facts: Q3 2024 analysis

Gambling Insider takes a look at the Q3 results of operators...

Taking stock: The final count of 2024

Gambling Insider tracks operator and supplier prices of some...

CEO Special: Flutter CEO Peter Jackson – Playing to win

As the biggest publicly traded operator in gambling meets th...

CEO Special: Holland Casino CEO Petra de Ruiter – High flier

Petra de Ruiter, Holland Casino CEO, speaks to Gambling Insi...

A welcome from your host

A message from the Founder of the Global Gaming Awards and G...

From the event manager

A message from the Event Manager of the Global Gaming Awards...

From the Awards adjudicator

KPMG in the Crown Dependencies is the official voting adjudi...

The process

The Global Gaming Awards have deservingly earned the reputat...