If you are searching for what happened to William Hill Sportsbook, the short explanation is a sequence of corporate transactions and rebrands that moved U.S. operations under Caesars Sportsbook while leaving the William Hill brand active internationally under different owners. This article walks through the key events from the April 2021 acquisition to later sales and rebranding, explains what those changes mean for account holders in the U.S. and elsewhere, and gives concrete next steps for checking and resolving account access issues.

Caesars acquired William Hill in April 2021 and consolidated U.S. sportsbook operations under Caesars Sportsbook.

In July 2022 Caesars sold William Hill’s international business to 888, which later rebranded to Evoke plc.

By 2026 there is no standalone William Hill Sportsbook app operating in the United States; U.S. accounts are handled by Caesars.

Quick answer: what happened to william hill sports book

The short answer is that the william hill sports book brand for U.S. customers was absorbed into Caesars Sportsbook after Caesars Entertainment completed its acquisition of William Hill plc in April 2021, so U.S. users now access accounts and app services via Caesars Sportsbook rather than a separate William Hill U.S. app Reuters report on the Caesars acquisition.

For international customers the William Hill brand continued outside the U.S. after Caesars sold the non-U.S. business to 888 Holdings in July 2022, and later corporate changes left William Hill active in markets such as the U.K.; the operational split means account management depends on whether a customer’s account is handled by Caesars in the U.S. or by the 888/Evoke group internationally Reuters report on the 888 purchase.

Quick steps to check which platform manages your account

Check email for migration notice
Try Caesars Sportsbook login
Try William Hill login

Keep account emails handy when contacting support

How the william hill sports book name ended up under Caesars: acquisition and rebrand basics

In April 2021 Caesars Entertainment completed its purchase of William Hill plc, a transaction that gave Caesars control over William Hill’s U.S. sportsbook operations and allowed the company to plan integration of those services into its own betting business Reuters report on the Caesars acquisition (see the Caesars press release here).

Once the acquisition closed, Caesars moved to consolidate and promote a single U.S. consumer brand for sports betting, launching and expanding Caesars Sportsbook as the public facing replacement for William Hill’s U.S. apps and retail presence; corporate announcements and press coverage document that rebranding and the operational steps behind it Caesars Sportsbook launch announcement on Business Wire.

Why did Caesars retire the William Hill U.S. sportsbook name? The decision reflected a common corporate aim: simplify the customer experience and unify marketing and loyalty across casino and sports products under one recognizable U.S. brand, while also reducing duplicate operational overhead.

A concise timeline: key events from 2021 to 2026

April 2021: Caesars completed the acquisition of William Hill plc, establishing the ownership foundation for consolidating U.S. sportsbook operations under Caesars Reuters report on the Caesars acquisition.

August 2021: Caesars publicly launched and expanded Caesars Sportsbook as the branded replacement for William Hill’s U.S. sportsbook apps and many retail operations, bringing account access and retail signage into the Caesars ecosystem CNBC coverage of the Caesars Sportsbook launch (see PlayMichigan coverage here).

July 2022: Caesars sold William Hill’s non-U.S. international business to 888 Holdings, separating the international William Hill brand from the company that now runs U.S. sportsbook operations Reuters report on the 888 purchase.

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May 2024 onward: 888 announced a corporate rebrand to Evoke plc while continuing to operate William Hill as a flagship consumer brand in international markets; that corporate change left William Hill active outside the U.S. under the 888/Evoke group Reuters report on the 888 rebrand.

What this meant for U.S. customers: accounts, apps, and retail locations

For U.S. customers the practical outcome was straightforward: if your William Hill account was U.S.-based it was moved under Caesars Sportsbook and you should use Caesars channels for login, account management, and withdrawals Reuters report on the Caesars acquisition.

Retail betting locations in many states that previously displayed William Hill branding were rebranded to Caesars Sportsbook signage and point of sale, so in-person support at those locations now follows Caesars’ procedures and policies in most cases CNBC coverage of the rebranding.

Close up of hands holding a phone showing Caesars Sportsbook login screen on Funded Plays dark background with clean minimalist layout and william hill sports book mention

Support and KYC implications can vary by state; U.S. customers should confirm verification and withdrawal steps through Caesars’ help center for the state where their account is registered.

How the international William Hill brand survived and who runs it now

After Caesars sold the non-U.S. William Hill business in July 2022, ownership of the international William Hill brand moved to 888 Holdings, which continued to operate William Hill as a consumer betting brand in markets such as the U.K. Reuters report on the 888 purchase.

In May 2024 888 announced it would rebrand its corporate name to Evoke plc while continuing to run flagship consumer brands including William Hill, so international customers continued to see William Hill operate under a 888 or Evoke corporate umbrella Evoke corporate press release.

How can I access my William Hill account after the Caesars rebrand?

If your William Hill account was U.S.-based, try signing in at Caesars Sportsbook and check your email for migration instructions; if your account is international, sign in at William Hill or contact William Hill/Evoke support.

That separation means international William Hill accounts, customer support, and regulatory compliance are handled by the 888/Evoke group rather than Caesars, so account holders outside the U.S. should use William Hill or Evoke help channels when they need support.

Common problems and typical troubleshooting for affected users

Login and legacy account issues are the most common problems. Some users report being redirected from legacy William Hill links to Caesars login pages, or needing to use Caesars credentials for accounts that were registered in the U.S.; if you see a redirect, try signing in at Caesars Sportsbook first and check any migration emails you received from the prior service CNBC coverage of the rebrand. You can also check the William Hill PlayPlus page William Hill PlayPlus.

App availability can be state specific. Even after rebranding, the legal and licensing landscape for sports betting means an app may not be available in every state immediately, so consult the app store listing and the platform help center for state availability details.

When in doubt about balances, verification, or withdrawals do not assume processes are identical across platforms; contact the help center for the provider that currently manages your account and have identity documents and account emails ready to speed resolution.

Minimalist vector illustration of a daytime UK retail sportsbook storefront inspired by william hill sports book architecture with a blank sign panel and clean geometric facade in Funded Plays dark palette

Practical next steps: where to check and what to do now

Quick checklist for U.S. users: first try signing in at Caesars Sportsbook, search your email for migration notices from William Hill or Caesars, verify that your KYC documents are up to date, and contact Caesars support for state specific help and withdrawal questions Reuters report on the Caesars acquisition, and see our evaluations guide here.

Checklist for international users: sign in at the William Hill site or app that matches your country, check any messages from William Hill or Evoke about account management, and contact William Hill or Evoke support channels for verification and withdrawal procedures Reuters report on the 888 rebrand.

When to act and what to gather: collect your account email, recent transaction or ticket numbers, a government ID you used for verification, and the state or country of account registration before you contact support; this speeds up case handling. See our blog here.

How to follow updates and verify official information

For U.S. account questions use the Caesars Sportsbook help center and for international William Hill issues use William Hill or Evoke corporate help pages; corporate press releases and established news outlets provide confirmations of major transactions and rebrands Caesars Sportsbook launch announcement on Business Wire.

Trust primary sources for account instructions and regulatory notices rather than social posts or unverified third-party sites, and look for corporate press releases or coverage from reputable news organizations when you need confirmation about ownership or brand changes Reuters report on the 888 rebrand.

Conclusion: the current state of william hill sports book and what to expect next

Recap: William Hill’s U.S. sportsbook operations were integrated into Caesars Sportsbook after Caesars acquired William Hill plc, while the William Hill brand outside the U.S. continued under the 888 group, which later rebranded to Evoke plc Reuters report on the Caesars acquisition.

Practical expectations: state specific transitions and legacy issues can persist, so use the platform that currently manages your account for help, confirm any migration notices you received, and do not assume identical procedures across regions.

Need to check your William Hill account status?

Please check your account at the official Caesars or William Hill/Evoke help center for the platform that manages your account and gather your verification documents before contacting support.

Visit the support center

If you need ongoing updates, monitor the official help centers and corporate news pages rather than social posts, and prepare documentation in advance to resolve account questions more quickly. Or visit Funded Plays homepage.

Is William Hill still operating in the United States?

No. U.S. sportsbook operations formerly branded William Hill were integrated into Caesars Sportsbook after Caesars acquired William Hill plc, so U.S. customers use Caesars for account access and support.

Who runs William Hill outside the United States?

William Hill’s international business was acquired by 888 Holdings and continued as a consumer brand; corporate changes led 888 to rebrand to Evoke plc while keeping William Hill active in international markets.

If I had a William Hill account in the U.S., where should I log in?

Try signing in at Caesars Sportsbook and check your email for migration notices; contact Caesars support if you cannot access your account and have your ID and account email ready.

If you still have questions about a specific account, go directly to the help center for the platform that currently manages your account. For U.S. accounts that is Caesars Sportsbook. For many international accounts it is William Hill under the 888/Evoke group. Gather your account email and ID documents before contacting support to speed resolution, and rely on official help pages and press releases for confirmation of major ownership changes.