Ulrik Bengtsson unveiled as Sun International CEO

Former William Hill boss Ulrik Bengtsson has been named as the CEO of South African land-based and online operator Sun International as he returns to the frontline of the sector.

Bengtsson will replace current CEO Anthony Leeming on 1 July at the earliest, although he could assume the role sooner depending on his work permit.

Leeming will remain with the operator until the end of the year to support Bengtsson in his new role.

Leeming has served as the Sunbet parent company’s CEO since February 2017, having joined the Johannesburg-listed business in 1999 as group finance manager. He was named CFO in March 2013.

Sun International said Leeming’s decision to depart was due to his desire to “pursue various personal opportunities outside of the group”.

The company added that a “comprehensive global search” had led to Bengtsson being selected as Leeming’s replacement.

Last week, Raketech informed the market that the Swede was to step down as its chair after securing a CEO role with an “international” company.

In taking on the Sun International job, Bengtsson will return to the frontline of gambling for the first time since September 2022 when he left William Hill.

Bengtsson originally joined Hills as chief digital officer in April 2018 before being named group CEO in September 2019.

He played a key role in the history of the bookmaker, overseeing its sale to Caesars Entertainment in a multi-billion-pound deal in 2021.

Prior to Hills, Bengtsson spent more than five years with Betsson, initially as Betsson Group CEO before moving up to Betsson AB president and group CEO in March 2016.

After leaving the gambling industry, Bengtsson spent time with Virgin Media O2 as COO and then chief commercial officer.

As per Sun International’s full-year 2024 report, Sunbet posted record adjusted EBITDA of ZAR1.2bn (£51m), while unique active players rose 35% year on year.

The report read: “We intentionally and strategically leverage the Sun International brand, its broad market presence and loyalty programme to attract new players while retaining our existing customer base.

“Our goal is to establish Sunbet as the leading and most trusted online gaming operator in southern Africa. In an industry where commoditisation is prevalent, our key differentiator is our ability to enhance our offerings through the vast resources of the group.”

Speaking on his new role, Bengtsson said: “Sun International is an iconic leisure group with a proud heritage, and a unique growth opportunity to become a leading omnichannel player in the rapidly evolving global gaming landscape.

“I am thrilled to bring my experience and expertise to this fantastic organisation as chief executive and look forward to working with the board and colleagues to drive its continued success and chart a bold path forward into the future.”

Sam Sithole, Sun International chair, added: “Anthony has left an indelible mark on Sun International, and I would like to thank him for his significant contribution and dedication to the business over the last 26 years, and especially for his exemplary stewardship of the group since 2017.

“Ulrik is a highly experienced and accomplished global executive with deep industry knowledge and expertise. His proven track record to deliver results and unlock value in complex, dynamic environments, positions him extremely well to lead Sun International into its next phase of growth.”

Arnold Ash is EGR’s Executive Recruitment Partner. They support ambitious organisations to identify and attract industry leading executive talent. Find out more here.