Ulrik Bengtsson has over 20 years of executive experience in consumer platform businesses, with a diverse background spanning Broadcasting, Betting & Gaming, and Telecom.

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.

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.

Currently, Ulrik is the incoming CEO of Sun International.

He serves as Chair of Hostelworld, a prominent two-sided travel marketplace, as well as Chair of the affiliate marketing company Raketech and the slot operator GameNation. In addition, he is actively involved as an advisor and investor in early-stage companies within the betting and gaming sectors.