William Hill

History of William Hill

Founded in the United Kingdom in 1934, William Hill began as a credit betting service via post and telephone, operating legally outside racecourses during a time when gambling laws were highly restrictive. A key innovation came in 1944 with the launch of the fixed-odds football coupon, which made football betting more accessible and helped drive its popularity.

Following the legalization of betting shops in the 1960s, William Hill opened its first retail locations in 1966, laying the foundation for a widespread high-street presence. Over the following decades, the company expanded its portfolio to include horse racing, greyhound racing, casino games, and poker.

In 1998, William Hill made its first move into online gambling by launching its digital betting platform. The company was listed on the London Stock Exchange in 2002, marking a significant milestone in its corporate development and reflecting its growing influence in the gambling sector.

In 2020, the company was acquired by Caesars Entertainment in a £2.9 billion deal. This acquisition divided its U.S. and international businesses, with Caesars retaining the U.S. assets to strengthen its American sports betting portfolio.

The remaining assets were subsequently acquired by 888 Holdings in 2022, bringing William Hill into the evoke plc group alongside brands such as 888casino, 888sport, and Mr Green. This positioned William Hill as a key component of one of the largest online betting and gaming groups in the world.

Services and Products

William Hill provides a comprehensive portfolio across sports betting, casino, poker, bingo, and mobile platforms.

• Sports Betting: Offers extensive markets across major sports including football, horse racing, NBA, NFL, MLB, and UFC. The brand is known for competitive odds, in-play betting, bet builders, and live streaming through William Hill TV.
• Online Casino: Features over 300 slot titles and more than 130 table games, including exclusive offerings under William Hill Vegas. The live casino experience includes 100+ tables with real dealers.
• Poker: Operates a dedicated poker platform offering popular formats such as Texas Hold’em, Omaha, and Sit & Go tournaments. The platform includes loyalty rewards and access to large prize pools.
• Bingo: Provides a range of bingo rooms with various formats, designed for a social and interactive user experience.
• Mobile Experience: The company offers dedicated mobile apps for sportsbook, casino, and poker, all integrated with responsible gambling tools such as deposit limits and self-exclusion features.

Sponsorships and Charity

William Hill has a rich history of sports sponsorship, including long-term partnerships with horse racing and football.

Dundalk Stadium (Ireland)
William Hill is the headline sponsor of all horse racing fixtures at Dundalk Stadium through April 2025. This partnership includes branding across the track, such as on starting stalls and the winning post. William Hill also sponsors major races there, including the Diamond Stakes and the Group 3 Mercury Stakes. Additionally, William Hill sponsors Racing TV’s The Friday Club show, integrating ambassadors and content related to horse racing.

Scottish Professional Football League (SPFL)
Starting from the 2024/25 season, William Hill secured a landmark five-year title sponsorship deal with the SPFL, becoming the title sponsor of all four divisions of Scottish professional football. This is a record-breaking partnership that significantly boosts William Hill’s presence in Scottish football.

New Jersey Devils (USA)
William Hill entered an integrated sponsorship with MSG Networks for broadcasts of the NHL’s New Jersey Devils games. This includes in-game integrations, branded content, and commercial spots during game broadcasts, as well as team sponsorship rights at the Prudential Center arena, including the “William Hill Sports Lounge” and digital branding.

Compliance and Regulatory Issues

William Hill is licensed and regulated in multiple jurisdictions, including the UK Gambling Commission, Malta Gaming Authority, and US state regulators.

While William Hill has achieved international success, it has also faced regulatory scrutiny. In March 2023, the UK Gambling Commission issued a record £19.2 million fine due to serious failings in anti-money laundering procedures and social responsibility protocols. This included failures to perform sufficient affordability checks and prevent self-excluded players from gambling.

In response, William Hill strengthened its compliance framework and continues to work closely with regulators to maintain its licenses and uphold responsible gambling standards.

Staying Strong

Today, William Hill operates as part of evoke plc, continuing to innovate in both retail and digital spaces. Its primary markets include the UK, Spain, and Italy, but its international footprint remains strong. With a legacy that spans nearly a century, William Hill continues to adapt to a changing landscape, balancing regulatory demands with a focus on user experience, product innovation, and global reach.