William Hill took a majority holding in Alfabet in December and has now rebranded the existing BetAlfa.co sportsbook brand as WilliamHill.co to establish a presence in Colombia.
The new WilliamHill.co brand will operate via Alfabet’s existing licence in the country, which covers online gaming and sports betting.
The launch marks William Hill’s first roll out in the Latin American market.
“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,” William Hill chief executive Ulrik Bengtsson said.
“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.”
Upon announcing the acquisition deal, William Hill also revealed it had also brokered a new, Colombia-facing partnership with Btobet, the sportsbook technology provider acquired by Aspire Global in October last year.
The deal set out that Btobet would provide its player account management platform and sportsbook software to William Hill in the Colombian market.
Last month, Caesars Entertainment finalised its acquisition of William Hill. Caesars had previously that the target of the deal was William Hill’s US betting business and technology, with the remainder of the operator’s assets, including its UK arm, set to be sold.