William Hill

William Hill continues its expansion into Colombia

William Hill, one of the leading bookmakers in the gambling industry, has recently secured several partnerships with different Colombian affiliates, allowing the company to fully establish itself within the Latin American market.

For starters, William Hill formed a partnership with Alfabet SAS, which is the operating company of BetAlfa.co – the national gambling regulatory authority in Columbia.

Strengthening their position in the Latin American market

“We are delighted to announce our acquisition of a majority share in Alfabet SAS, and with it, our first entry into a regulated Latin American state,” said Ulrik Bengtsson, CEO of William Hill.

“The Colombian regulated market is a role model for the Latin American gambling sector, and we are excited by this opportunity to deliver a very competitive product and safe player experience under the William Hill brand in the country.”

The British bookmarker also signed a deal with Aspire Global, who supplied them with their BtoBet sportsbook platform, allowing both companies to strengthen their position in the Latin American market.

A growing market for Colombian online gambling

Bengtsson commented once again, saying: “We are thrilled by this partnership and the opportunity to provide players in Colombia with a superior gaming experience. We always look for the best-localised solutions and BtoBet are well placed in the Colombian betting market.”

This is the ninth regulated market that William Hill has established itself within. The bookmaker’s decision to target Colombia was calculated, as 2021 has been marked as a key year for Latin America’s growing online gambling sector.

Affiliates should follow in the British bookmaker’s footsteps and try to seize opportunities in Colombia as they arise.

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