William Hill’s purpose is to safely connect customers with friends and sports through a market leading betting and gaming experience

Our commitment to sustainability aligns to four priority areas of:

  • protecting our customers and driving safer gambling improvements;
  • building a strong culture of empowerment and improvement to engage colleagues;
  • making a positive contribution to the community; and
  • operating with integrity.



Active customers




countries we're licenced to operate in


contributed to sports through sponsorship, picture payments and levies


of colleagues agreed / strongly agreed that we are committed to player safety


reduction in our CO2 footprint from 2019


Customer protection and safer gambling

Safer gambling is about ensuring we do all we can to help our customers to stay in control, identify people at risk, intervene effectively and empower our colleagues to take decisive action to support our customers.

William Hill has consistently made significant changes and improvements to how we operate to encourage safer gambling, with new tools and technology, safer gambling campaigns and improvements to codes of conduct and empowering our colleagues to take decisive action to support our customers.

These changes and improvements have been combined with a strong focus on governance and culture, with a clear ‘tone from the top’ that reinforces our commitment to safer gambling throughout the organisation.

It is pleasing to see that in our recent employee survey 86% of colleagues agreed or strongly agreed that William Hill is committed to player safety.

William Hill was a founding member of the Betting and Gaming Council (BGC), which now represents approximately 90% of the non-lottery gambling industry in the UK.  William Hill works proactively with other BGC members to raise standards, notably through the Safer Gambling Commitments.

We are currently involved in the Gambling Act Review. We hope this review will give the responsible operators in the sector the chance to illustrate the significant progress that has been made over recent years and allow the gambling industry to both show where progress has been made and to provide examples of where additional work and collaboration is needed in the future.

Empowering and engaging colleagues

We have set out to build a strong culture of empowerment and create an integrated employee engagement and listening strategy, with the aim of involving our employees, harnessing their ideas and creativity, and listening and acting on their feedback. The significant developments throughout 2020 required us to be even more innovative and agile in our approach to employee engagement, as well as providing reassurance and certainty during challenging times.

Despite the challenges, we were delighted to see that the Company’s employee Net Promoter Score (eNPS) increased by 25 points and our engagement and empowerment scores both improved by six percentage points compared to the 2019 all-colleague survey, ‘Your Say’. This represents a very significant improvement and achievement and is a reflection of the immense effort and time taken to engage, listen and act on the feedback of employees.

The extensive feedback we received also informed our refreshed People Strategy and resulted in the introduction of three new initiatives: Balance, Belong and Build.

Positive contribution to society

Our positive contribution to society can be evidenced in both financial and non-financial terms. In 2020, the Group paid £292m in corporate taxes and gambling duties, including £24m in payroll taxes, employing c.12,000 people and £10m in business rates, primarily to the UK high street.

We contributed £85.4m to sports through sponsorship, levies and picture payments. We are committed to continuing to reduce our CO2 footprint, which is down 48% from 2019. We also continued with a range of programmes and charitable activities via the William Hill Foundation.

As reported above, we also repaid the Coronavirus Job Retention Scheme monies, provided by the UK Government, as soon as it was possible to do so.

Operating with integrity

We understand that strong governance and operating with integrity are the basis for a responsible business. As a regulated business, with gambling licences in 13 countries, operating with integrity is built into our culture and reinforced in how we operate. We aim to be transparent, particularly in how we address areas that are of specific focus for stakeholders.