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William Hill

William Hill

Company: William Hill Plc

Brand value: US$1,038 million

Change since 2019: -10%

Headquarter city: London

Category: Gambling

Year formed: 1934

William Hill is the largest of the “big three” land-based UK bookmakers. As one of the older players in a sector that is increasingly going digital, it has a large network of betting shops – over 2,300 around the UK – though several hundred were due to close this summer as part of the brand’s push to become a “digitally-led, internationally diverse gambling company”. William Hill serves around 2.4 million customers online every year, and operates in several international markets, including Australia, the US and Italy. It is expanding in the US, where it this year announced a sports betting, media and technology partnership with CBS Sports that will give William Hill access to millions of US sports fans.

Brand communications include a campaign in late 2019 promoting the social aspect of gambling. The “It’s who you play with” campaign showed a group of friends messaging one another about their bets, focusing on fun and friendship.