Ulrik Bengtsson has over 20 years of executive experience in consumer service businesses, with a diverse background spanning Broadcasting, Betting & iGaming, Telecom and Hospitality.
Most notably, he held the position of CEO at William Hill, where he successfully led the company through its £2.9 billion acquisition by Caesars in 2021. Prior to that, he served as CEO of the Betsson Group, a leading global betting and gaming operator.
Currently Ulrik is the CEO of Sun International, the South African leisure, hospitality and gambling group; owner of a diverse portfolio of assets including the Sun City resort and the online gaming platform sunbet.co.za.
His career also includes seven years at Modern Times Group (MTG), where he held key roles including CEO of Viasat, the Swedish broadcasting business, and later CEO of the Emerging Markets Pay-TV business. More recently, Ulrik took on senior leadership roles as COO and CCO at the British telecom giant VirginMediaO2.
Ulrik has also served as Chair of Hostelworld, a prominent two-sided travel marketplace, as well as Chair of the affiliate marketing company Raketech. In addition, he has been actively involved as an advisor and early stage investor in various platform businesses.