SUPERBRANDS ANNUAL 2011 SuperbrandsDigital.com williamhill.com WILLIAM HILL
Founded in 1934 by the late William Hill, the eponymously named company has grown in
stature and presence to dominate the UK betting industry and become a historic British
brand. Today its operations cover three channels: online, telephone and high street shops.
It boasts a 25 per cent share of the retail betting market with 2,300 shops in its estate,
contributing to takings in excess of £15 billion during 2009.
The UK gambling market is one of the most Recent Developments transformed. Improved web content such as looking further abroad to opportunities outside
mature and stable industries in Britain, William Hill’s Sportsbook put emphasis on dedicated betting news, blogs and online radio Europe, where other countries are regulating
estimated to be worth around £2.5 billion in further improvements to its market-leading allows William Hill to satisfy a new generation online gambling, will remain on the agenda.
gross win. This ﬁgure is driven by revenue from in-play service in 2010. William Hill Online now of internet user.
betting shops (retail), telephone betting and produces more pre-match and in-play markets Brand Values
online businesses based in the UK. on football matches than any of its market Outside the UK, the company’s primary target William Hill’s position within the UK is secure;
rivals; around 170 markets are offered before remains Europe. Continuing 2010’s initiatives it is a trusted brand that has taken a natural
In the retail market ﬁve large high street kick-off and up to 100 are available in-play. to build the brand proﬁle and use established place as ‘The Home of Betting’ with a heritage
players dominate: William Hill, Ladbrokes, and proven marketing channels to promote that spans more than 75 years.
Tote, Coral and Betfred which, combined, In-play offerings are not restricted to football, products remains key. At the same time,
account for 80 per cent of all betting shops. however, with a wide range of sports betting The William Hill brand remains committed
William Hill is the largest, owning 25 per cent opportunities available both pre-event and to offering unrivalled customer service.
of all shops and reaching about 45 per cent of in-play for popular events such as cricket and Its business culture is led by helping and
regular bettors. golf, as well as for the more diverse sports of understanding its customers, and it responds
hurling and pool. to their needs with a continually evolving
In online betting, category leaders include suite of innovative products and services.
William Hill, Ladbrokes, Totesport, Coral, The boom in iPhone technology has seen William Hill’s knowledge and expertise, along
Betfred, Boylesports and Betfair. According investment from William Hill into new with its unparalleled range of betting and
to recent data, 31 per cent of regular online applications. December 2010 saw Shake-A-Bet gaming opportunities, mean that customers
sports bettors hold an account with William Hill come to market on the iPhone platform. The have more choice on what to wager on than
(Source: Kantar October 2010). application allows William Hill mobile bettors a ever before.
new way to ﬁnd selections, where a ‘shake’ of
Listed on the London Stock Exchange since inside the shops offer customers roulette, slots website, meanwhile, offers casino, poker, an iPhone will ﬁnd selections from the best- Expansion and development will continue
2002, the company employs more than 16,600 and other random number generated events. bingo and skill games. William Hill launched backed teams or horses and present users with worldwide with changing technologies building
people in the UK, Ireland, Gibraltar, Israel, online in Austria in 2010 with further launches a ready-made bet. the right products at the right time in the
Bulgaria and Manilla. William Hill successfully extended its high being planned during 2011. The company is right place – on the high street, online, on the
street product to reach consumers around the now among the top three gambling companies A joint project between Racing Post and telephone and increasingly, on the move.
Product world through internet betting and gaming. The in Europe and approximately 40 per cent of its William Hill, meanwhile, saw the introduction
William Hill is one of the best known names in online channel has been the focus of signiﬁcant online revenues come from outside the UK. of another unique product in the mobile betting
the market thanks to its in-depth knowledge of investment since William Hill Online was market. The iPhone app allows customers Things you didn’t know
ﬁxed odds betting and its customer service. established in 2008. Developments keep pace Achievements seamless betting on content from Racing Post, about William Hill
with changing regulations and opportunities In 2010 William Hill won a number of accolades direct from William Hill.
In retail it is investing in its estate and as more countries create a legal framework for at the industry Betview Awards including
enhancing the range of products it offers as online gambling. Bookmaker of the Year, Chain of the Year and Promotion William Hill paid out £8 million when
well as ensuring high quality customer service. Manager of the Year. Its retail staff have also Online has emerged as the most rapid route Frankie Dettori rode seven consecutive
The company has around 2,300 betting shops William Hill’s online Sportsbook now serves been ﬁnalists in the Racing Post Betting Shop to deliver products and services to millions winners at Ascot in 1996.
across the UK and Ireland, most of which are customers in more than 175 countries, in Manager of the Year Awards each year since of customers around the world, and the
open seven days a week. Gaming machines six languages and 11 currencies. Its gaming the accolade was created. willliamhill.com product offering has been On an average Saturday, William Hill
offers betting opportunities on more
than 40,000 different markets.
1934 1966 1971 1988 1998 2000 2001 2002 2005 2008
William Hill founds The business buys After William Hill’s William Hill is merged William Hill goes online with William Hill becomes the In October betting duty is William Hill ﬂoats on William Hill buys the William Hill combines In December 2010, the company took
his business as a into betting shops, and death the company with Mecca Bookmakers the launch of the internet ﬁrst major bookmaker abolished and replaced the London Stock Stanley Leisure retail its online business with bets from residents in 140 countries.
postal and telephone betting duty is imposed becomes part of Sears under the William Hill betting service, Sportsbook. to offer a deduction- by gross proﬁts tax. Exchange at an offer bookmaking operations purchased assets from
betting service. for the ﬁrst time. Holding Group. name. The following year The following year William free betting service to Offshore telephone price of 225 pence in Great Britain, Northern Playtech, creating William In 2010 William Hill processed almost
the company becomes Hill is sold to Cinven and UK-based clients via betting and internet per ordinary share. Ireland, Republic of Hill Online – the leading one million bets on a single day – for the
the world’s largest credit CVC Partners for £825 million. the internet. The online Sportsbook operations Ireland, Jersey and the online gaming and sports Grand National.
betting operation. casino also launches. are repatriated to the UK. Isle of Man. betting business in Europe.