Former Betsson CEO Ulrik Bengtsson Signs for William Hill

Newly-appointed Chief Digital Officer to report directly to chief executive Philip Bowcock.

Ulrik Bengtsson, formerly the President and Chief Executive of Betsson, has been announced as Chief Digital Officer for William Hill. In this newly-minted position, Ulrik Bengtsson will oversee the William Hill Online business. This will include management of global data, brand, marketing, and customer services.

Ulrik Bengtsson made headlines when he left Betsson in September 2017. He helmed Malta’s largest company in iGaming for less than two years, having served with the same firm for five total years. He joined Betsson from Swedish commercial broadcaster Modern Times Group. His stay at Betsson coincided with a prolonged spell of growth for the iGaming giant, as their presence in Malta increased significantly over that time.

William Hill Online’s management team has undergone a wider reshuffle, and Crispin Nieboer will be taking up a new role of group corporate development director.

Ulrik Bengtsson and Crispin Nieboer will both report directly to chief executive Philip Bowcock. The latter will remain on the group executive committee, but will focus on the identification of strategic growth opportunities worldwide, with potential sports betting regulation in the US looming large on the horizon – and promising to shake up the market.

Grant Williams, currently chief operating officer for the division, will step in for Nieboer as Online managing director. Williams will assume responsibility for the day-to-day running of the business.