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 the business by taking bets in the local area of Birmingham. Since then, we've grown into an international and multi-brand business with licensed operations based in the UK, Gibraltar and Malta and which are supported by offices in London, Leeds, Krakow, Bulgaria, Philippines and Colombia.

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. In 2021, 888 Holdings plc, one of the world’s leading online betting and gaming companies, entered into an agreement to acquire the International (non-US) business division of William Hill from Caesars Entertainment. The acquisition, which was completed in July 2022, brings together internationally renowned brands including 888, William Hill, Mr. Green and SI Sportsbook to create a global online industry leader.

Caesars Entertainment continues to run the William Hill business in the US.

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.