Industry-leading Sports Betting Brand William Hill Launched in Latvia

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The internationally well-renowned sports betting and online casino brand William Hill rolled out in Latvia. A quick market entry was made possible by rebranding the local sports betting brand 11.lv.

Acquired by the William Hill Group in 2019, 11.lv has operated under a local license in Latvia since 2012, growing to a top 3 player in the online sports betting and casino market in 2021.

The rebrand coincides with some significant sporting events in Latvia, including the 2022 IIHF World Championship this month and the Responsible Gaming Latvian Cup (Latvian FA) – which William Hill financially supports.

The company also intends to leverage existing media partnerships with bespoke creatives underpinned by the William Hill brand concept of Brotherhood, centred around the power sports and betting have to connect people in a responsible environment.

“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,” Nir Hakarmeli, MD of William Hill International, said.

Zoltan Tundik

After starting out as an affiliate in 2009 and developing some recognized review portals, I have moved deeper into journalism and media. My experience has lead me to move into the B2B sector and write about compliance updates and report around the happenings of the online and land based gaming sector.