Ulrik Bengtsson: Five Things to Know About Sun International’s New CEO
Ulrik Bengtsson takes the reigns of Sun International on July 1, 2025, a company rooted in South Africa’s deep and rich history. But who is he?
South Africa – A monumental shift is on the horizon for Sun International come July 2025. This is when Swedish telecoms leader Ulrik Bengtsson takes the helm as the new captain/Chief Executive Officer.
Sun International is renowned in South Africa. It’s a household name with a rich history, dating back to its founding by the legendary Sol Kerzner. The company’s flagship resort, Sun City, remains a masterpiece in Africa, having hosted megastars like Frank Sinatra, Queen and Liza Minnelli.
Kerzner’s empire-building prowess even earned him a seat at the VIP inauguration of South Africa’s first democratically elected president Nelson Mandela, alongside world leaders and dignitaries. In fact, Kerzner and Sun City helped organise this historic event. The umbrella of Sun International is one rooted in the country’s legacy, when many political changes took shape.
Now, Bengtsson is poised to lead Sun International into its next chapter. Here’s what you need to know about the man at the help of this important history-filled role:
1. A seasoned Leader in Gaming and Telecoms
Bengtsson is no stranger to leadership across versatile industries. He has served as CEO of William Hill and spearheaded the company through its acclaimed £2.9bn acquisition of Caesars in 2021. Before that, he led the Betsson Group, a global leader in the betting and gaming space. More recently, in 2023, he took on senior leadership roles at Virgin Media O2, a British telecommunications giant.
2. Seven Years at Modern Times Group (MTG)
Bengtsson’s career boasts a seven-year tenure at Modern Times Group (MTG), where he served as CEO of Viasat, the Swedish broadcasting business, before taking the helm of the Emerging Markets Pay-TV division. His experience in media and broadcasting adds another layer of expertise to his executive arsenal.
3. A Chair with Global Influence
Beyond his executive roles, Bengtsson holds influential positions in multiple industries. He is Chair of Hostelworld, a leading travel marketplace, as well as Chair of affiliate marketing firm Raketech and slot operator GameNation. Additionally, he is an active investor and advisor in early-stage betting and gaming companies, keeping his finger on the pulse of industry innovation.
4. Decades of Experience
At 55, Bengtsson brings nearly two decades of leadership experience in listed companies spanning gaming, telecommunications, betting and broadcasting. His track record of steering major brands through industry shifts makes him a formidable choice to lead Sun International.
5. A Career Built on Momentum
Bengtsson’s rise to the top has been nothing short of meteoric. His career began in 1997 in sales and distribution roles in Stockholm. By January 2000, he co-founded CtrlPrint, serving as Sales Director. In 2001, he joined Telenor in Stockholm, quickly climbing the ranks. From there, it was an upward trajectory, landing him in the C-suite of some of the biggest gaming and telecom firms in the world.
As Sun International looks to the future, all eyes are on Bengtsson to see how he will shape the next era of this legendary company. One thing’s for sure – he’s no stranger to the high stakes of the business world.
