Win Sports launches its betting platform Win Bet in Colombia
Win Sports officially presented Win Bet, its new vertical for sports betting and online gaming, as part of a business expansion and diversification strategy. The channel's president, Andrea Guerrero, confirmed to La República that this launch aims to integrate sports entertainment with interactive services into a single digital ecosystem.
According to Guerrero, the initiative is part of Win Sports' transformation process, which seeks to add new revenue streams and attract younger, more digital audiences.
“The goal is for users to be able to bet directly from our platform, complementing the content and opening a new business line connected to the fan,” she stated.
Content diversification and new business model
The executive highlighted that this year the channel has experienced a growth cycle marked by new sports acquisitions, increased audience, and preparation for the 2026 World Cup coverage.
“We are moving towards a model where content is the central engine both for consumption and revenue,” she affirmed. The convergence between traditional television and digital platforms is, according to Guerrero, the core of the strategy for the coming years.
Financially, Win Sports projects to close the year with revenues of 379 billion Colombian pesos. 81% comes from partnerships with cable operators, while advertising represents 11% of the total. Within that advertising revenue, 61% corresponds directly to Colombian football.
The road to the 2026 World Cup
Guerrero highlighted the channel's strong audience performance: Win Sports remains within the top five cable channels in Colombia and regularly ranks among the top spots in the sports segment.
With the arrival of the 2026 World Cup, the expectation is that subscriptions and commercial revenues will increase due to consumption peaks and greater advertiser interest.
The executive also emphasized recent rights acquisitions — such as the Brasileirao, the Portuguese Cup, and the Supercup — which strengthen the programming with premium content and bolster the channel’s regional presence.
“These additions consolidate us as a more competitive platform in the Latin American market,” she assured.
Finally, Guerrero commented that Win Sports aims to add more international tournaments, such as the German Cup, closely following Colombian players performing in leagues around the world. The executive stated that this global vision is key to supporting the journey of Colombian players ahead of the 2026 World Cup and to continue expanding the channel’s sports rights portfolio.
Tags: Colombia, online betting Colombia, online casinos Colombia, WinBet Colombia, Win Sports