William Hill launches Latin American expansion in Colombia

William Hill, one of the best known gambling operators in the world, is launching its long-awaited South American expansion with the launch of WilliamHill.co. The new subsidiary is the company’s first toehold in South America and could be an important factor in the eventual sale of William Hill’s non-American assets. (Colombia marks William Hill’s ninth international market.)

The launch of WilliamHill.co is the direct result of William Hill’s acquisition of Alfabet S.A.S. late last year. The established, and licensed, Colombian operator allowed William Hill to move quickly into the Colombian online sports betting and casino gaming market without having to start the licensing process from scratch.

News of William Hill’s foray into South America will no doubt be of interest to any company that’s considering purchasing the company’s non-American assets from its current owner, Caesars Entertainment. Caesars is planning on shedding all of William Hill’s non-American assets and retaining the sports betting arms that are already operating in the U.S.

William Hill CEO Ulrik Bengtsson lauded the deal in a statement reported on by Gambling Insider saying saying, “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.”

Several buyers, including 888 Holdings and Apollo Global Management are among the outfits that are considering purchasing William Hill’s non-American assets.

Tags: South America, William Hill

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