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.
Some significant sporting events in Latvia, such as the 2022 IIHF World Championship this month, and the Responsible Gaming Latvian Cup – which William Hill financially supports – have coincided with the rebranding of the sportsbook.
“Brotherhood” is a brand concept based on the power of sports and betting to connect people in a responsible environment, and William Hill intends to leverage existing media partnerships with creatives.
A subsidiary of William Hill Inc. Founder and CEO Nir Hakarmeli said in a press release that he was proud of the work done to establish the 11.lv brand in Latvia as a leading brand. This puts us in a good position to make this strategic move, and we’re excited to introduce one of the industry’s strongest brands to our Latvian customers and show them that William Hill is who you play with. “
Shareholder approval for 888 Holdings’ proposed acquisition of William Hill’s international assets from Caesars Entertainment was granted on the same day as this announcement.