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After the acquisition of a majority stake in the Colombia licensed operator Alfabet S.A.S in December 2020, WilliamHill.co was today marked an important day for William Hill with the launch of WilliamHill.co. The launch makes Colombia its first entry in the Latin American market.
Alfabet S.A.S holds a Coljuegos (Colombian gambling regulator) license to offer games of chance and sports betting in the Colombia state. By rebranding the consumer-facing sports book brand BetAlfa.co, William Hill was able to enter the Colombian market within a few months after the acquisition. With WilliamHill.co, the company commits to growth through international expansion. Colombia is currently the ninth regulated market where William Hill is active.
Chief Executive of William Hill LTD, Ulrik Bengtsson, said:
“I am thrilled to see WilliamHill.co launched within such a short timeframe. This launch includes the full integration of the Alphabet team into our international business hub in Malta and marks our first entry into a regulated Latin American state.”
“We are delighted to have the Alfabet team join our international team and excited by the opportunity to deliver a very competitive product and safe player experience under the William Hill brand in Colombia.”