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William Hill launches sportsbook in Latvia

William Hill launches sportsbook in Latvia

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Bookmaker William Hill has announced the rollout of its sports betting and online casino brand in Latvia, with the intention of boosting brand visibility in the country. 

A quicker-than-usual entry into the Latvian market was made possible by the rebranding of its local sports betting brand, 11.lv, acquired by William Hill in 2019 and under a local licence since 2012. This rebrand has also coincided with several significant sporting events in Latvia, including the 2022 International Ice Hockey Federation World Championships.

Nir Hakarmeli, International Managing Director of William Hill, said: “I am very proud of the work done building the 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.”