William Hill opens for business in Colombia

William Hill opens for business in Colombia

Following the acquisition of a majority stake in the Colombia licensed operator Alfabet S.A.S in December 2020, WilliamHill.co was today launched, making Colombia its first entry in the Latin American market.

Alfabet S.A.S holds a Coljuegos (Colombian gambling regulator) license to offer games of chance and sports betting in the Colombia state. By rebranding the consumer-facing sports book brand BetAlfa.co, William Hill managed to enter the Colombian market within a few months after the acquisition. The launch of WilliamHill.co supports William Hill’s strategy to deliver growth through international expansion and makes Colombia the ninth regulated market where William Hill is currently active.

Ulrik Bengtsson, Chief Executive of William Hill LTD (TBC), said, "I am thrilled  to see WilliamHill.co launched within such a short timeframe. This launch includes the full integration of the Alphabet 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."


For more information, please contact:

Patrick Jonker, MD William Hill International and CEO Mr Green Ltd.
+356 99749931

Rikard Rinaldo, Director of corporate affairs and business planning - William Hill International
+356 99399293


About William Hill

William Hill was founded in the UK in 1934 and is now one of the world’s leading sports betting and gaming companies. Headquartered in London. The majority of its annual revenues are still derived from the UK, where it has a national presence of licensed betting offices and one of the leading online betting and gaming services. In 2012, it established William Hill US with a focus on retail and mobile operations in Nevada and became the largest sports betting business in the US. Following the ruling in May 2018 by the Supreme Court that the federal ban on state sponsored sports betting was unconstitutional, William Hill US has grown and continues to expand as new states regulate sports betting. William Hill's international business is headquartered in Malta following the acquisition of Mr Green & Co AB in January 2019. On 30 September 2020, William Hill agreed to a takeover bid by Caesars Entertainment, the Nevada-based casino operator. In April 2021, Caesars completed its acquisition of William Hill. For more information, please visit William Hill PLC.

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25 May 2021

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