Only days remain until Ulrik Bengtsson takes the helm at Sun International
Gaming and telecom veteran set to guide South Africa’s iconic entertainment brand into its next chapter.
South Africa.- With July 1 fast approaching, Sun International prepares to enter a bold new era as Ulrik Bengtsson takes the reins as CEO, bringing a powerful mix of global gaming expertise and visionary leadership to one of Africa’s most iconic brands.
Swedish born Bengtsson arrives with a wealth of experience in gaming and telecommunications. Most recently he led William Hill through its landmark £2.9bn acquisition by Caesars Entertainment in 2021, and before that was CEO of Betsson Group, a major force in global betting and gaming.
Sun International represents more than just a business as Sol Kerzner didn’t just start a company but he brought a dream to life. He turned South Africa into a world-class entertainment destination with the popular resort Sun City Casino resort, that drew legends like Frank Sinatra and Queen, while even playing a part in the country’s historic transition when Nelson Mandela was inaugurated as president of the country.
Ulrik Bengtsson’s knack for revitalising well-known brands and opening doors to new markets makes him the right person to lead Sun International into a fast-changing global gaming scene. He is ready to take the company into its next chapter fresh ideas and bold ambition.
Impressive global strategic leader
Bengtsson’s leadership across various industry giants has shown a clear pattern. He builds, scales and redefines legacy.
In 2023 he held senior positions at Virgin Media O2 in the UK and he previously spent seven years at Modern Times Group where he oversaw Viasat and its Emerging Markets Pay TV division.
At age 55, Bengtsson’s influence extends far beyond single industries. He currently chairs Hostelworld, Raketech and GameNation while also investing in and advising early stage gaming and betting startups. His network spans digital, entertainment, travel and telecoms.
Bengtsson’s career path began in Stockholm in 1997 in sales and distribution. By 2000, he co-founded CtrlPrint and a year later joined telecom leader Telenor, seriously advancing toward senior leadership early in his career. Since then, he has continued an upward trajectory through Europe’s top gaming and broadcast companies.
As the July 1 handover approaches, attention is turning to Bengtsson’s next moves. His leadership may mark a defining moment for Sun International, offering both renewed relevance and fresh momentum for one of Africa’s most iconic entertainment companies.
