How we create value


  • People

    Our people are passionate about William Hill and our products. Our culture is centred around winning with the customer and on delivering a great customer experience. Our values promote continuous improvement and encourage them to keep their eyes on the customer to deliver an exciting experience.

  • Brand and reputation

    Our brand, which is rooted in the values of integrity and customer service, has grown to become one of the most trusted and most recognised in sports betting and gaming, supported by our long track record, our retail presence and investments in marketing.

  • Intellectual property

    Our business calls for highly specialised skills, from trading and risk management to product development, data management, digital marketing and regulatory compliance. Our investment in technology and people has built proprietary and bespoke technology systems to support our competitive differentiation and a great customer experience.

  • Partnerships

    Our valuable partnerships and third-party relationships complement our in-house capabilities. We use a combination of proprietary tools and third-party suppliers to offer our customers a great sports betting and gaming experience.

  • Financial capital

    We fund our investments in people, product, marketing and technology with cash generated from our own operations. Where necessary we draw on external providers of capital, principally banks, for short-term debt facilities, and bond and equity holders for longer-term funding requirements.

Customer experience

The customer experience
  • What customers bet on

    We offer our customers global sports betting opportunities and a broad variety of gaming products.

  • Where customers bet

    We provide sports betting and gaming through both retail and online channels. Within our retail environments, our customers can use our proprietary Self-Service Betting Terminals (SSBTs), our kiosks, or place a bet over the counter.

  • How we attract and retain customers

    The William Hill brand has 87 years of history and a proud heritage as a trusted bookmaker. This is complemented by our increasingly personalised and seamless user experience as well as the service provided by both our Retail colleagues and Online customer service support teams.

  • Safer gambling

    Our approach to player safety is embedded in our culture, values and business model: sustaining a culture of customer protection, encouraging safer gambling, and operating with integrity. We are a member of the Betting and Gaming Council and we are constantly working with our trade association and other industry leaders to raise standards to protect our customers.

Financial model

Financial Model

Value created

  • Customers


    Customer Satisfaction Score (CSAT)

  • Employees

    +25 ppts

    Employee Net Promoter Score (eNPS)

  • Shareholders


    Total return 2020

  • Regulators, governments and wider industry groups


    Voluntary contribution to Research, Prevention and Treatment (RPT)

  • Key suppliers


    Levies, sponsorship and picture payments

  • Community and environment


    Taxes and gambling duties