BtoBet strengthens position in Colombia with William Hill partnership

BtoBet, a subsidiary of Aspire Global, has expanded its presence in Latin America after agreeing a partnership with William Hill in Colombia. 

As part of the agreement, which is a long-term deal and has been lauded for strengthening Aspire Global’s position in the LatAm regulated market, BtoBet is set to provide its PAM platform and sportsbook to William Hill.

“This agreement demonstrates the strength of our offering and services and paves the way for us to further expand into regulated markets across the world,” noted Tsachi Maimon, CEO of Aspire Global. “The deal is proof of our ability to attract tier one operators and that we are in the position to compete for any deal, anywhere. 

“Aspire Global is a true powerhouse for igaming operators and the deal is another step in our aim to become the world’s leading igaming supplier.”

Aspire Global acquired BtoBet in September and has strived to establish itself as a premier sportsbook provider in Colombia after regulation of the country’s market in 2016. 

Ulrik Bengtsson, CEO of William Hill, commented: “We are thrilled by this partnership and the opportunity to provide players in Colombia with a superior gaming experience. We always look for the best localised solutions and BtoBet are well placed in the Colombian betting market.”