Chief Executive
Ulrik Bengtsson was appointed Chief Executive of Sun International with effect from 1 July 2025.
Ulrik, a Swedish national, has been CEO of international listed companies and consumer services groups across gaming, betting, broadcasting and telecoms industries for over 20 years.
Most recently he served as CEO of UK-based gaming group William Hill plc, where he turned the company around, and led the sale of the group to Caesars Entertainment Inc. in the US for £2.9 billion, and the subsequent sale of William Hill’s European assets to 888 Holdings Limited for €2.3 billion
Prior to William Hill, Ulrik served as President and CEO of Swedish-listed online gaming group Betsson AB, a leading global betting and gaming operator, where he doubled revenue within five years and completed multiple acquisitions.
He has a proven track record of driving business transformations, scaling omnichannel platform businesses, both organically and through M&A, as well as in-depth knowledge of the global land-based and online gaming markets.
Ulrik holds a Bachelor of Commerce degree from Dalhousie University in Canada and until he relocated to South Africa, he was the Chairman of Hostelworld plc, Raketech plc, and Gamenation (UK). He retired from these roles when he took over the reins of Chief Executive of Sun International.