William Hill

William Hill has entered the Colombian market after rebranding the sports betting and online casino brand BetAlfa.co, after the group detailed its intention to purchase a majority stake in the Colombia licensed operator Alfabet in December 2020.

The firm has been operational since 2018 and holds a licence issued by Colombian gambling regulator to offer games of chance and sports betting in the region.

The rebrand and subsequent launch makes Colombia the first entry in the Latin American market for William Hill, with the country also becoming the ninth regulated region where the group is currently active.

William Hill says the launch of WilliamHill.co supports a strategy to deliver growth through international expansion and diversity.

Ulrik Bengtsson, chief executive officer of William Hill, said of the move: “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.”

Last month, Caesars Entertainment announced the delayed completion of its $4bn (£2.9bn) acquisition of William Hill, which was initially slated for finalisation at the turn of this month.

Furthermore, as previously disclosed, Caesars intends to sell the non-US businesses currently owned by the group, including the UK and international online divisions and retail betting shops.