William Hill Starts Business Operations in Colombia


William Hill, one of the biggest betting companies in the world, has stared its operations in Columbia through its newly acquired subsidiary Alfabet S.A.S.

William Hill acquired majority stakes in Alfabet, a licensed betting operator in December 2020. This is the first time that William Hill enters in a South American country.

Alfabet S.A.S. has internet-operated games license C-1611, issued by the gambling regulator of the country, Coljuegos (Colombian gambling regulator). The license allows the company ton offer sports betting and online casino games.

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.