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US – William Hill enters Colombia via Alfabet acquisition

By - 5 January 2021

William Hill has acquired a majority stake in the Colombia licensed operator Alfabet S.A.S. The Colombian firm has been operational since 2018 and holds a Coljuegos (Colombian gambling regulator) license to offer games of chance and sports betting in the Colombia state.

The acquisition of Alfabet further supports William Hill’s strategy to deliver growth through international expansion and diversity, and makes Colombia the ninth regulated market where William Hill is currently active.

“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,” commented Ulrik Bengtsson, Chief Executive of William Hill.

“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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