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
 
Premium
 
 
Premium
 
Premium
 
Premium Connections
Consultancy
Executive Profiles
Seminole Hard Rock Support Services
Seminole Hard Rock Support Services
Metropolitan Gaming
Holland Casino
Nederlandse Loterij
Follow Us

Facing Facts: Q1 2024 analysis from across the globe

Gambling Insider tracks the Q1 results of operators across t...

Taking Stock: A guide to sports betting operator and supplier prices

Gambling Insider tracks sports betting operator and supplier...

Tailor-made: The power of personalisation in the modern gaming industry

With insights from GR8 Tech, Greentube and the Oregon Lotter...

Sportradar and the Taiwan Sports Lottery: More offerings, greater efficiency

Danny Fok, VP of Strategic Projects at Sportradar, speaks al...