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William Hill acquires Alfabet in Colombia

29 Dec 2020

hill-icon William Hill has announced the acquisition of Alfabet S.A.S., a Colombian gambling operator.

The globally known betting company William Hill stated that this acquisition supports in a big way its “strategy to deliver growth through international expansion and diversity”.

Colombia becomes now the ninth regulated market where the British bookmaker is currently active.

BetAlfa.co holds a Coljuegos licence since 2018 and offers sports betting and online casino games throughout the region.

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

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William Hill acquires Alfabet in Colombia

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