William Hill (bookmaker)

William Hill Limited is a global online gambling company based in London, England. It was previously listed on the London Stock Exchange until it was acquired by Caesars Entertainment in April 2021.

William Hill Limited
FounderWilliam Hill
HeadquartersCentral London, England
Key people
Ulrik Bengtsson (CEO) [1]
ProductsBookmaking, betting shops, online gambling
RevenueDecrease £1,324.3 million (2020)[2]
Decrease £57.3 million (2020)[2]
Increase £51.0 million (2020)[2]
Number of employees
12,000 (2021)[3]
ParentCaesars Entertainment
WebsiteOfficial website Edit this at Wikidata


The company was founded by William Hill in 1934.[4] It changed hands many times, being acquired by Sears Holdings in 1971,[5] then by Grand Metropolitan in 1988, then by Brent Walker in 1989.[4] In September 1996, Brent Walker recouped £117m of the £685m it had paid for William Hill when Grand Metropolitan were found to have exaggerated the company's profits at the time of the sale.[6]

Japanese investment bank Nomura mounted a £700m leveraged buyout of William Hill in 1997, when Brent Walker collapsed with debts exceeding £1.3bn[7] after an investigation by the Serious Fraud Office which saw two directors given prison sentences.[8][9] In February 1999, a proposed stock market flotation was abandoned due to "weak interest"[10] and Nomura offloaded the company to funds managed by private equity firms Cinven and CVC Capital Partners for £825m instead.[4]

The company was eventually listed on the London Stock Exchange in 2002.[4] The following year Chief Executive David Harding was awarded a £2.84m bonus, making him the UK's fifth highest paid company director in 2003.[11] It acquired Sunderland Greyhound Stadium in 2002 and Newcastle Greyhound Stadium in 2003.[4] In June 2004, Chief Executive David Harding sold £5.2m of shares to fund his divorce, precipitating a decline in the company's stock that wiped £75m off the value of the company.[12][13] In 2005, William Hill bought 624 betting offices in the UK, Republic of Ireland, Isle of Man and Jersey from Stanley Leisure for £504 million: the acquisition briefly took the company past Ladbrokes into first position in the UK betting market[14] in terms of shops but not revenue. The Office of Fair Trading made William Hill sell 78 of the 624 Stanley shops due to concerns over anti-competitive practices.[15]

Amidst fears that William Hill had overpaid for the Stanley shops,[16] the company was relegated from the FTSE 100 Index in December 2005.[17] In 2008, Ralph Topping was appointed Chief Executive. After having dropped out of Strathclyde University as a self-confessed 'rascal',[18] Topping had taken a Saturday job at a William Hill betting shop near Hampden Park, Glasgow, in 1973 and worked his way up through the ranks.[18] In November 2008, William Hill went into partnership with Orbis (latterly OpenBet), and Israeli software company Playtech, to remedy its own failing[19] online operation.[20]

In November 2008, analysts at UBS noted "concern" at the company's level of debt,[21] which stood at over £1bn[22] and was later reported as £1.5bn.[23] In 2009 the company enacted both a rights issue and a corporate bond issue, in an effort to restructure its debt.[22]

Under the terms of the deal, William Hill paid Playtech's founder Teddy Sagi £144.5m for various assets and affiliate[24] companies.[25] These included several online casino sites which William Hill continues to run under the name WHG. Playtech took a 29% stake in the new William Hill Online entity.[20] The company wrote-off a reported £26m when scrapping their previous in-house system.[26] In June 2009 William Hill backed Playtech despite their partner having a quarter of its stock market value wiped out following a profits warning.[27]

In 2013, William Hill paid £424 million ($643 million) for full control of its online business marking an accelerated expansion and resulted in the dissolution of the partnership with Playtech.[28]

On 7 January 2019, William Hill received regulatory approval to conclude its purchase of Mr Green for £242 million.[29]

On 17 July 2020, William Hill raised £224 million in a new ordinary share rights issue to provide a timely capital boost during the COVID-19 pandemic.[30] In August 2020, as a result of the economic effects caused by the COVID-19 pandemic, the company announced that it would close 119 shops permanently. Despite that, only 16 employees would lose their job positions, while the others would be assigned to new positions. It also announced that the firm would be merging its retail and online operations.[31]

On 30 September 2020, William Hill agreed to a £2.9 billion takeover bid by Caesars Entertainment, the Nevada-based casino operator. The deal was unanimously recommended by the UK company's directors. It came after two rival bids by the US private equity group Apollo were turned down.[32][33] In April 2021, Caesars completed its acquisition of William Hill.[34] On 22 April 2021, William Hill was delisted from the London Stock Exchange.[35]

On 9 September 2021, William Hill International was acquired by 888casino from US owners Caesars Entertainment for a purchase price of £2.2 billion.[36]

UK OperationsEdit

A William Hill betting shop in Tottenham, London in 2020

The company operates 1,414 betting shops.[37]

In addition to its online sportsbook operations, the company offers online casino games, 'skill games', online bingo and online poker. Since the Gambling Act 2005,[38] gaming machines have strengthened profits to counteract falling revenues in other areas.[39][40] In August 2010, William Hill launched a training programme for its 10,000+ workforce to combat underage gambling in its retail outlets.[41]

In 2019, William Hill became a founding member of the Betting and Gaming Council.[42]

Outside the United KingdomEdit

In 2009, William Hill moved its online and fixed-odds games division to Gibraltar[43][44] In Gibraltar William Hill is a member of the Gibraltar Betting and Gaming Association.[45]

In March 2009, William Hill closed 14 of its shops in the Republic of Ireland with the loss of 53 jobs.[46] In February 2010 it announced that the remaining 36 Irish shops were "under review"[47] pending the possible introduction of controversial gaming machines to Irish shops.[38]

William Hill had pulled out of Italy in 2008 after just two years, a failure which cost the company £1m in wasted investment.[48] The company's joint venture in Spain ended in January 2010 with partners Codere buying William Hill's 50% stakeholding for €1,[49] after both parties had invested an 'initial' €10m in April 2008.[50] William Hill lost £11.6m in 2008 and £9.3m in 2009 on the venture.[51]

In September 2009, the company participated in the bidding for the first online gambling licence in India, expressing their interest to enter the Indian betting market via the remote Himalayan state of Sikkim.[52]

In June 2012, William Hill expanded to Nevada, the only U.S. state to allow full-fledged sports wagering,[53] buying three chains of sportsbooks: Lucky's, Leroy's, and the satellite operations of Club Cal Neva, for a total of $53 million.[54] The deals at the time gave the company control of 55 percent of the state's sportsbook locations, and 11 percent of statewide book revenue.[53] All three chains were to be rebranded under the William Hill name.[54]

In 2013, three Australian brands, Sportingbet, Centrebet and Tom Waterhouse, were purchased by the company[55] and later rebranded as William Hill Australia in 2015. Both Sportingbet and Centrebet were acquired in March of the year for $660m and $132m, respectively, while tomwaterhouse.com was brought in during August 2013, for an initial $34m.[56] Tom Waterhouse was appointed Chief Executive Officer of William Hill Australia in July 2014.[57]

In March 2018, William Hill sanctioned the sale of its Australian business to CrownBet holdings for an estimated value of AU $300 million. The sale ended the company's time in Australia after entering the market in 2012.[58]

Following the decision of the US Supreme Court regarding the case of Murphy v. National Collegiate Athletic Association in June 2018, the state of New Jersey effectively legalised gambling on athletic events due to a previously successful state ballot initiative. William Hill entered arrangements to provide bookmaking services to both Monmouth Park Racetrack and Ocean Resort Casino in the state of New Jersey.[59] In January 2019, William Hill's stock value declined following the announcement that United States Assistant Attorney General Steven Engel reversed a 2011 view of the Federal Wire Act, stating all online gambling was illegal under federal law.[60]

On 3 August 2020, the bookmaker opened the first full-service betting operation housing professional sports teams in the U.S. at Capitol One Arena in Washington D.C.[61]

In January 2021, A joint venture between William Hill and Argenbingo received a license to offer online gambling services in the Argentinean province of Buenos Aires.[62]

On 5 May 2021, William Hill launched in Colombia following the acquisition of a majority stake in Alfabet. [63]

On 5 August 2021, Ceasers Entertainment announced it would rebrand William Hill US brand under the Caesars Sports Book brand.[64]


In 2007, William Hill threatened to withdraw its sponsorship of various horse races, in their dispute with racecourses over TurfTV.[65] William Hill, who had been the strongest critic of TurfTV, were later forced into a humiliating climbdown and subscribed to the channel in January 2008.[66]

In August 2009, William Hill became the shirt-sponsor of Málaga CF, a football team in Spain's La Liga on a 3-year deal[67] which was terminated early the following season due to the new club owner's religious objections.[68]

William Hill was the sponsor of the Scottish Cup from 2011 to 2020.[69]

In 2015 William Hill became the title sponsor of the PDC World Darts Championship.[70]

In 2016, William Hill signed a two-year deal with Tottenham Hotspur to become the club's Official Betting Partner for Europe.[71]

William Hill was the sponsor of the St Leger Stakes at Doncaster Racecourse from 2017 to 2019.[72]

The company sponsors the annual William Hill Sports Book of the Year award, dedicated to rewarding excellence in sports writing.[73]

In June 2021, William Hill acquired the title sponsorship of the Northumberland Plate at Newcastle Racecourse.[74]


In May 2008, The Advertising Standards Authority (ASA) banned William Hill from running a television advert which they found "condoned gambling behaviour that was socially irresponsible".[75] In October 2009, the ASA banned a poster and National press advert which promised "£100 OF FREE BETS". The advert was found to be "likely to mislead" and in breach of a Committee of Advertising Practice code relating to "truthfulness".[76]

In March 2010, an advert stating "William Hill best prices FACT" was banned by the ASA. It had breached several Committee of Advertising Practice codes, including those relating to "substantiation", "truthfulness" and "honesty".[77] In September 2011, William Hill made a television advert featuring the 2005 single "A Bit Patchy".[78] In December 2012, adverts stating "Best Prices on the Best Horses" and "Best Prices on the Best Teams" were banned by the ASA. It had breached several Committee of Advertising Practice code, including those relating to "misleading advertising", "Substantiation" and "Comparisons". The ASA also banned a different advert claiming "Best Odds Guaranteed" because it was misleading.[79]

In June 2021, William Hill launched its new master brand. As part of the relaunch, the company launched a new TV advert featuring their brand ambassadors Tony McCoy Robbie Savage Rio Ferdinand and Jermaine Jenas and used the Neil Diamond song Sweet Caroline.[80]


The company has been criticised by trade unions Community and Unite for its treatment of shop-workers.[81] In particular the practices of exposing staff to risk by forcing them to work in the offices alone,[81] and requiring staff to undertake unpaid work after the end of their working day have been identified.[82]

From 2001 until 2009, William Hill paid George Howarth MP £30,000 pa. to act as a Parliamentary advisor. While on William Hill's payroll he tabled amendments to the 2003 budget proposing tougher levels of taxation for person-to-person betting exchanges.[83][84] Howarth left the role in the wake of the 2009 expenses scandal.[85] In May 2015, William Hill presented prototype of "Get In The Race" - a virtual horse racing application.[86] On 2 August 2016, it acquired Grand Parade, the betting and gaming digital solutions company for £13.6m in cash and shares.[87]

In 2018, William Hill was fined £6.2 million by the Gambling Commission for systematic failures regarding anti-money laundering and problem gambling. The operator was found to have accepted large deposits of cash linked to criminal activity between 2014 and 2016, resulting in £1.2 million in financial gains. William Hill was ordered to return the £1.2 million profit, plus pay a penalty of £5 million for breaching regulations.[88]

See alsoEdit


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  5. ^ Richard Davenport-Hines, ‘Clore, Sir Charles (1904–1979)’ Oxford Dictionary of National Biography, Oxford University Press, 2004
  6. ^ "BRENT WALKER RECOUPS POUNDS 117M FROM BETTING STAKE OF SEVEN YEARS AGO", The Observer, London, 29 September 1996
  7. ^ "Brent walker group plc: disposal of william hill and delisting". Brent Walker Group. Retrieved 13 April 2010.
  8. ^ Cope, Nigel (7 December 1996). "Ex-Goldcrest director jailed over cover-up". The Independent. London. Retrieved 13 April 2010.
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  81. ^ a b "Community on Wm. Hill restructuring". Community. Archived from the original on 25 July 2011. Retrieved 12 April 2010.
  82. ^ "Something for nothing". Community. Archived from the original on 15 April 2009. Retrieved 12 April 2010.
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External linksEdit