The Sportium sports betting joint venture of UK bookies Ladbrokes and Spanish gaming operator Cirsa says it plans to launch online operations in Colombia before the year is through.

Earlier this month, Sportium execs gave a media presentation in Bogota’s Hollywood Casino, at which the company has chosen to plant its land-based sports betting flag. Sportium trotted out Colombian footballer Fabián Vargas, who plays for Bogota-based La Equidad, to help kick off the event.

Sportium CEO Alberto Eljarrat said the company’s application for an online license from local regulator Coljuegos was at an “advanced stage” and Sportium hoped to launch its Sportium.com.co site “very soon.”

Sportium is a major betting brand in Spain and also has an online presence in Mexico via its Casinolife.mx site. Last September, Sportium opened an office in Panama and Colombia is the next step on the company’s Latin American expansion horizon.