Sun International has appointed the former William Hill and Betsson AB CEO Ulrik Bengtsson as Group Chief Executive (CE) following a “comprehensive global search”.
Bengtsson is replacing outgoing CE Anthony Leeming, who previously announced his intention to take early retirement.
He will begin his new role by 1 July 2025 at the latest, dependent on the date he receives his working permit, and will be tasked with using his extensive experience in the industry to continue Sun International’s “significant transformation” from a retail-focused group to one that offers online betting and gaming under the Sun Bet and Sun Slots brands.
Sam Sithole, Sun International Chair, commented “Ulrik is a highly experienced and accomplished global executive with deep industry knowledge and expertise.
“His proven track record of delivering results and unlocking value in complex, dynamic environments positions him extremely well to lead Sun International into its next phase of growth. The board extends a warm welcome to Ulrik as Chief Executive.”
Sithole also hailed the “indelible mark” Leeming has left on Sun International and thanked him for his “exemplary stewardship” since he assumed the role of CE in 2017. Leeming will step down from his role on 1 July before leaving the company at the end of the year.
Bengtsson’s 20 years of experience in the gaming, broadcasting and telecoms industries includes a stint as CEO of Betsson Group from 2012-2017 and William Hill from 2018 to 2022.
During his tenure at the latter, he led the transformation of the brand, ultimately overseeing its sale in the US to Caesars Entertainment for £2.9bn and the subsequent sale of its European assets to 888 Holdings for €2.3bn.
On his new appointment, Bengtsson stated: “Sun International is an iconic leisure group with a proud heritage, and a unique growth opportunity to become a leading omnichannel player in the rapidly evolving global gaming landscape.
“I am thrilled to bring my experience and expertise to this fantastic organisation as Chief Executive and look forward to working with the board and other stakeholders to drive its continued success and chart a bold path forward into the future.”
Most recently, Bengtsson has served as Chair of the Board at Raketech, a role he stepped down from to relocate to South Africa and take up his new position at Sun International. He has also stepped down from similar roles at Hostelworld and Gamenation.
