Aspire Global BtoBet has joined with William Hill to provide sportsbook in Columbia, with BtoBet providing the platform. William Hill acquired a “majority stake” in the company.
The long-term agreement cements Aspire Global’s market position in South America, but particularly Columbia, where it is based and licensed. This becomes the ninth regulated betting market William Hill has entered.
Aspire Global acquired BtoBet last fall. It has risen to be the leading sportsbook provider in Columbia after the country’s sports betting market was regulated in 2016.
William Hill CEO Ulrik Bengtsson declared, “We are thrilled by this partnership and the opportunity to provide players in Colombia with a superior gaming experience. We always look for the best localized solutions and BtoBet are well placed in the Colombian betting market.”
He added, “We are delighted to announce our acquisition of a majority share in Alfabet SAS, and with it, our first entry into a regulated Latin American state.”
Columbia became the first Latin American country to adopt a European-style gaming licensing system and to allow foreign companies to compete in its market.
Aspire Global CEO Tsachi Maimon added, “Aspire Global is a true powerhouse for iGaming operators and the deal is another step in our aim to become the world’s leading iGaming supplier.”
