As CEO Ulrik transformed William Hill into a digitally led, internationally diverse company, driving investment in technology and digital capability as well as enhancements in the product offering and player safety.  Under his leadership the retail estate was modernized and refocused and the company experienced rapid expansion in the US and continental Europe,  as well a market share growth in the UK.

At the time of his appointment as CEO the WH group market cap was ~£1.5bn, in 2021 the company was sold for £2.9bn to Caesars Entertainment. Ulrik then led the separation of the US business and the on-sale of the European business to 888.

 

Ulrik is currently non-executive Chairman and Remco chair of Raketech Group, listed on First North in Stockholm. 

 

Previously, Ulrik was President and Chief Executive Officer of Betsson Group, a Nasdaq Stockholm listed betting and gaming company, until stepping down in September 2017. At Betsson he developed and executed strategies resulting in strong growth for the group, with revenue more than doubling during his 5 year tenure. Prior to this, Ulrik was the CEO of Viasat Sweden and later CEO of the emerging markets pay-TV business at Viasat Broadcasting,  both Modern Times Group (MTG) companies.

 

Ulrik holds a bachelor’s degree in Management from Dalhousie University in Canada, where he also played Varsity Ice Hockey.