William Hill opens for business in Colombia

Following the acquisition of a majority stake in the Colombia licensed operator Alfabet S.A.S in December 2020, WilliamHill.co was today launched, making Colombia its first entry in the Latin American market.

Alfabet S.A.S. holds internet-operated games license C-1611, authorized by Coljuegos (Colombian gambling regulator) to offer sports betting and online casino games. By rebranding the consumer-facing sports book brand BetAlfa.co, William Hill managed to enter the Colombian market within a few months after the acquisition. The launch of WilliamHill.co supports William Hill’s strategy to deliver growth through international expansion and makes Colombia the ninth regulated market where William Hill is currently active.

Ulrik Bengtsson, Chief Executive Officer of William Hill said, “I am thrilled to see WilliamHill.co launched within such a short timeframe. This launch includes the full integration of the Alfabet 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.”