William Hill follows Bwin and Betfair and enters Colombia market

Leading international betting group William Hill announced that the company has acquired a majority stake in Colombian operator Alfabet SAS. This means that Colombia is going to be “the ninth regulated betting market in which William Hill will have an active presence” according to the group’s announcement. 

Alfabet SAS owns and operates BetAlfa, a betting operator which holds a sportsbook and casino licence by Coljuegos, Colombia’s national regulatory authority. This isn’t the first local brand acquisition by an international group, since the past couple of months Bwin and Betfair secured local partnerships and are due to launch in early 2021. 

William Hill’s CEO Ulrik Bengtsson stated: “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. 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.”