BtoBet grows LatAm footprint with Betfair partnership in Colombia

B2B sportsbook and tech firm BtoBet, a subsidiary of Aspire Global, has further expanded its position in Latin America through a partnership with Betfair in Colombia. The agreement, which aims to further strengthen BtoBet’s position in Colombia, will see its sports and PAM platform, Neuron 3, become even more widely available in the jurisdiction.

After the regulation of the Colombian market in 2016 BtoBet has established itself as a leading sportsbook provider in the country.

Mike Woodbridge, Betfair International Director, said: “We are excited about this planned partnership and the chance to offer a top-class betting experience to Colombian customers by combining BtoBet’s excellent Neuron 3 platform with Betfair’s industry leading trading and risk management capabilities.”

Tsachi Maimon, CEO of Aspire Global, said: “This agreement paves the way for BtoBet to further expand into regulated markets across the world. It is a key advantage to combine Betfair’s strong brand and extensive industry knowledge with our flexible technology and competitive offering.

“Aspire Global has once again proved that we supply the best solutions for all regulated markets and we are proud that Betfair has chosen us for the Colombian market.”

BtoBet Founder Alessandro Fried commented: “As one of the world’s largest international online sports betting brands, Betfair will become one of the first B2B partners to leverage BtoBet’s position in the market since its acquisition by Aspire Global. We are confident that we will become key players in the market by combining Betfair’s strong brand and extensive industry knowledge with our flexible technology.”

On September 17 Aspire Global announced the acquisition of BtoBet, a move which constitutes a key part of its growth strategy in creating an offering that covers the main elements of the B2B igaming value chain.

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