Sun International looks toward digital expansion by naming Ulrik Bengtsson as new CEO

Sun International has chosen to bring on Ulrik Bengtsson as its next Chief Executive Officer, a leadership change that looks to strengthen the group’s position in South Africa and expand its digital footprint across the region.

Bengtsson, who will officially assume the role on 1 July 2025 (pending work permit approval), steps in following the retirement of longtime CEO Anthony Leeming, who has been with the company for 26 years, including the last eight at the helm.

It’s not entirely the end for Leeming though, who will remain in an advisory role until the end of the year to ensure a smooth transition.

Global experience meets local ambition

A seasoned executive with a strong background in betting and digital transformation, Bengtsson previously led William Hill and Betsson Group through high-stakes transitions in both retail and online sectors.

Most recently, he served as Chairman of Raketech, stepping down earlier this month after accepting the CEO offer from Sun.

In his new role, Bengtsson will oversee the next chapter of Sun International’s evolution, as it shifts from its more traditional land-based casino roots to a modern operator.

The company’s brands, including Sun Bet and Sun Slots, have become increasingly central to its growth strategy — especially as online gaming is becoming more popular in Africa.

“Sun International is an iconic leisure group with a proud heritage and a unique opportunity to become a leading omnichannel player in the rapidly evolving global gaming landscape,” said Bengtsson. “I’m excited to bring my experience to the team and help shape the company’s future.”

Digital growth driving the numbers

Bengtsson joins the company at a time of momentum with recently reported 2024 revenue of R12.6 billion, up 5% from the prior year.

The Sun Bet portion of the company particularly stood out, with revenue jumping 61% year-over-year to R1.2 billion.

The board believes that Bengtsson’s deep expertise in digital betting, product development, and large-scale operational restructuring will help Sun capitalise on this upward trend while navigating regulatory shifts in South Africa’s evolving gambling framework.

What’s next for Sun International?

With Bengtsson at the helm, Sun aims to push further into regulated online gambling while reinforcing its position as one of Southern Africa’s top gaming brands.

Chairman Sam Sithole suggested that “Ulrik is an accomplished global executive” while also being “exactly the kind of leader we need to drive Sun International’s next phase of growth.”

From legacy casino floors to a rapidly growing online footprint, Sun International appears poised for a bold reinvention — one now spearheaded by a CEO with the digital playbook to match.

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