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New sports betting brand in Latvia from William Hill

William Hill has rebranded Latvian sports betting operation 11. lv to launch its flagship sports betting brand.

The company was taken over by William Hill in 2019 after operating in Latvia as 11. lv under a local license since 2012. The brand offered a mix of online casino and sports betting to its customers.

William Hill is looking to grow its new brand in Latvia by using media partnerships they have already formed in the country.

The move comes along at a time when some of the biggest sporting events popular with betters in Latvia are due to be held. These include the Responsible Gaming Latvian Cup national football event which is supported financially by William Hill, as well as the 2022 IIHF Ice Hockey World Championship.

Managing director of William Hill International, Nir Hakarmeli, released a statement on the move: “I am very proud of the work done building 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 move comes just after 888 shareholders approved the acquisition of all non-US assets of William Hill from Caesars for £1.95bn. Caesars was originally going to dispose of all but the US assets of William Hill after a takeover in September 2021, so 888 stepped in to orchestrate their reverse takeover, approved by shareholders.