Acquired by Aspire Global in September, BtoBet will provide its sportsbook and platform to William Hill as part of the agreement.

The long-term deal “further strengthens Aspire Global’s leading position in Latin America and specifically in Colombia", a statement from the company read.

“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,” said Aspire Global CEO Tsachi Maimon. “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 online gaming.”

William Hill CEO Ulrik Bengtsson added: “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.” 

The partnership comes after William Hill earlier today announced the acquisition of a majority stake in Colombian operator Alfabet, stating that the move further supports the company’s “strategy to deliver growth through international expansion and diversity”.