Tech & innovation

Aspire Global’s BtoBet signs platform and sportsbook deal with William Hill in Colombia

Long-term deal further strengthens Aspire Global’s leading position in Latin America

Aspire Global’s BtoBet has further expanded its position in Latin America through a partnership with William Hill in Colombia. BtoBet will provide the platform (PAM) and sportsbook to William Hill, one of the world’s leading sports betting and gaming operators.

BtoBet was acquired by Aspire Global in September 2020 and has established itself as the leading sportsbook provider in the country after the regulation of the Colombian market in 2016. By bolstering their presence in Colombia, Aspire Global and BtoBet have demonstrated their commitment to extending their footprint across global regulated markets.

Commenting on the agreement, Ulrik Bengtsson, CEO of William Hill, said: “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 localised solutions and BtoBet are well placed in the Colombian betting market.”

Tsachi Maimon, CEO of Aspire Global, said: “This agreement demonstrates the strength of our offering and services and paves the way for us to further expand into regulated markets across the world. The deal is proof of our ability to attract tier-one operators and that we are in the position to compete for any deal, anywhere. 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.”