William Hill debuts in Latvia ahead of major sporting events in 2022 through local app rebranding

Sports betting and online casino operator William Hill announced Monday it has introduced its flagship brand in the Latvian market to increase its stake in the territory ahead of crucial 2022 sports events.

The company rolled out in the jurisdiction in a quick manner, made possible by rebranding the local sports betting brand 11.lv, which was acquired by the William Hill Group in 2019 and has been operated under a local license in the Latvian market since 2012.

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 creatives, underpinned by the William Hill brand concept of "Brotherhood," which is centered around the power sports and betting have to connect people in a responsible environment.

William Hill International MD Nir Hakarmeli spoke in an official press release about this new market entry and 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.”

The announcement came on the same day 888 Holdings's shareholders granted their seal of approval to the proposed purchase of William Hill’s international assets from US casino and gaming giant Caesars Entertainment by the end of June.