B
toBet will provide the platform (PAM) and sportsbook to William Hill, one of the world’s leading sports betting and gaming operators.
The agreement is a long-term deal and further strengthens Aspire Global’s leading position in Latin
America and specifically in Colombia. Aspire Global’s BtoBet will provide its platform and cutting-
edge sportsbook solution.
BtoBet was acquired by Aspire Global in September and has established itself as the leading
sportsbook provider in the country after the regulation of the Colombian market in 2016. By bolstering
its presence in Colombia, Aspire Global and BtoBet have demonstrated its commitment to extending
their footprint across global regulated markets.
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 1 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.”