Acquired by William Hill in 2019, 11.lv has operated under a local licence in Latvia since 2012, offering online sports betting and casino to customers.
William Hill said it would leverage existing media partnerships to promote the new brand and raise awareness of William Hill among players in the country.
The rebrand coincides with a number of major sporting events popular with consumers in Latvia, including the 2022 IIHF Ice Hockey World Championship and the Responsible Gaming Latvian Cup national club football competition that William Hill supports financially.
“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,” William Hill International managing director Nir Hakarmeli said
“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 rebrand comes after shareholders of 888 this week approved the operator’s acquisition of William Hill’s non-US assets from Caesars for £1.95bn (€2.32bn/$2.43bn).
888 agreed in September 2021 to acquire the non-US business of William Hill, soon after land-based operator Caesars acquired the entire William Hill business for approximately £2.90bn, with the intent to dispose of all but its US assets.
As the William Hill assets are larger than the current 888 business, the deal is considered a reverse takeover, and so must be approved by shareholders of 888.