WILLIAM HILL ENTERS COLOMBIAN MARKET AFTER ALFABET ACQUISITION

UK-based betting firm William Hill has acquired a majority stake in Colombian operator Alfabet S.A.S. 

Alphabet is licensed by Colombian authorities to offer sports betting and online casino in the region. The acquisition is part of William Hill’s strategy of delivering growth “through international expansion and diversity”, and Colombia represents its ninth regulated market entry.

Commenting on the news William Hill CEO, Ulrik Bengtsson, said:

“We are delighted to announce our acquisition of a majority share in Alfabet S.A.S, 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.”

Entain, formerly known as GVC Holdings, also entered the Colombian market this month. 

Staying with William Hill, last week the company launched its Mr Green online casino brand in Latvia. 

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