Industry-leading sports betting brand William Hill launched in Latvia

Industry-leading sports betting and online casino operator William Hill aims for an increased stake in the Latvian market by rolling out its flagship brand ahead of crucial 2022 sports events.

The internationally well-renowned sports betting and online casino brand William Hill rolled out in Latvia. A quick market entry was made possible by rebranding the local sports betting brand

Acquired by the William Hill Group in 2019, has operated under a local license in Latvia since 2012, growing to a top 3 player in the online sports betting and casino market in 2021.

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

William Hill International MD, Nir Hakarmeli said, “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.”

About Us

William Hill started his business in 1934, travelling on a motorbike, taking bets in the local area of Birmingham in England. Continuing the innovative spirit of our founder, we have grown into an international multi-brand business of scale. With central offices in London, Leeds, and Krakow supported by local offices in Gibraltar, Malta, Latvia, Colombia, and India, we employ nearly 10,000 people globally, united in the Group’s value to always ‘Go one better’.

We are also a founding member of the UK Betting and Gaming Council sharing the mission to champion the betting and gaming industry and set world-class standards to ensure an enjoyable, fair, and safe betting and gambling experience for all their customers. In sports betting, we are an industry-leading brand, awarded with prestigious industry titles like the IGA Awards Sports Betting Operator of the year in 2019, 2020, and 2022 and the SBC Awards Racing Sportsbook of the Year in 2019. In May 2021, we launched the brand concept Brotherhood across the UK and international markets, a new brand tagline “it’s who you play with” emphasising our ambition to be the #1 player choice for sports betting and online casino entertainment. For more about William Hill please visit

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16 May 2022

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