Bringing customers a great sports betting and gaming experience

Business Online

William Hill's Online business has been operating since 1998

We are one of the leading online betting and gaming providers to customers in the UK, Southern Europe and the Nordics. Our acquisition of Mr Green  enhanced our European footprint and diversified our geographic reach. We also acquired a majority stake in the Colombia licensed operator Alfabet S.A.S. and have been awarded a licence in the province of Buenos Aires.

More than three million customers gambled with Online last year and our customers have access to more than a million betting opportunities every week.

Business Retail

William Hill is a familiar presence on the UK high street, where it has been taking bets since 1966

As at 29 December 2020, we had 1,414 licensed betting offices (LBOs) nationwide. Following new regulations implemented on 1 April 2019, limiting machine stakes to £2 maximum and the effects of the Covid-19 pandemic, we remodelled our Retail estate, creating a sustainable business for the future.

Our proprietary Self-Service Betting Terminals (SSBTs) are more widely available, with average density per shop increasing to 2.5. Our customers enjoy an omni-channel experience through our Plus scheme and with the customer service support of our Retail colleagues.

Business Us

William Hill US was created in 2012 by merging three small sports book operators under the William Hill brand

In May 2018 the Supreme Court of the United States overturned the Professional and Amateur Sports Protection Act (PASPA), driving states to legalise and regulate sports betting and online gaming. We expanded our market-leading access to 26 states1 through our joint venture with Caesars Entertainment, following which 14 states were live at year-end2. William Hill has agreements with America’s leading sports media brands, CBS Sports and ESPN, which feature our US sports betting data and app.

1. When referring to states this includes Washington D.C..
2. As at 29 December, 14 states were live. At the time of publication on 4 March 2021, 15 states were live with the addition of Virginia in February.