William Hill: Purpose and values

Our purpose is to safely connect our customers with their friends and sports through a market-leading betting and gaming experience

It's been over eight decades since William Hill, our founder, started our business by taking bets in the local area of Birmingham. Since then, we've grown into an international and multi-brand business.

We're a team of over 10,000 colleagues representing different genders, nationalities, sexual orientations and ethnicities. We celebrate these differences, but are unified by our Group culture to always 'Go one better' for our customers.

Like our founder, we're driven by our passion for sports and gaming, and we keep pushing ourselves to bring our customers engaging and fun ways to bet and game—whether in betting shops or online. We're committed to enabling our customers to gamble in a positive and responsible way, with a range of tools and systems that help them stay in control.

As our business is growing, it’s going through some changes. Here's what has happened recently:

William Hill was acquired by Caesars Entertainment in 2021.
Caesars then entered into agreement with 888, one of the world's leading online betting and gaming companies, to acquire the International (non-US) business division of William Hill (although this transaction is yet to be completed)
On completion of the deal, Caesars Entertainment will continue to run the William Hill US business

Our values

To go one better, we have our eyes on the customer, because they matter most. We'll be the brand in everyone's hand if we give a damn and show we care. That means we own it - stepping up and seeing it through. But we can only do this together, when we're on the same side. United by the belief that "it'll do" will never do. Because we are William Hill, and we go one better.