Ulrik Bengtsson is a Swedish executive with more than 20 years of leadership experience in consumer platform businesses across broadcasting, betting & iGaming, telecommunications, and hospitality. He was appointed Group Chief Executive Officer of Sun International Limited, a South African leisure, hospitality and gaming operator, effective 1 July 2025.
Bengtsson is widely recognised for his tenure as CEO of William Hill plc, where he led the company through its £2.9 billion acquisition by Caesars Entertainment in 2021. Prior to William Hill, he served as President and CEO of Betsson AB, a leading global online gaming operator. His career includes seven years at Modern Times Group (MTG), where he held roles including CEO of Viasat and later CEO of MTG’s Emerging Markets Pay-TV business.
He also held senior positions at Virgin Media O2, serving as Chief Operating Officer and Chief Commercial Officer. Beyond operating roles, Bengtsson has served as Chair of Hostelworld Group plc and Chair of Raketech Group plc, and remains active as an advisor and early-stage investor in platform businesses.
Career History
| Company | Role | Dates |
|---|---|---|
| Betsson | President & Chief Executive Officer | 2016-01-01 – 2019-01-01 |
| William Hill plc | Chief Executive Officer | 2019-01-01 – 2021-01-01 |
| ProV International | Speaker | – present |