Following its acquisition of a majority stake in Alfabet in Colombia last year, William Hill goes live in the country.
In December, William Hill acquired a majority stake in Alfabet. It then rebranded the existing BetAlfa.co sportsbook as WilliamHill.co in order to establish a presence in Colombia.
Moreover, Alfabet’s existing license, which covers online gaming and sports betting, will be used by the new WilliamHill.co-brand.
This is William Hill’s first entry into the Latin American market.
“This launch marks our first entry into a regulated Latin American state. It includes the full integration of the Alfabet team into our international business hub in Malta,” William Hill chief executive Ulrik Bengtsson said.