William Hill Sister Sites: 888 & Evoke Brands Explained

William Hill is part of a much larger gambling group than its branding suggests.

The bookmaker currently belongs to evoke plc, formerly known as 888 Holdings. That puts William Hill in the same corporate family as 888sport, 888casino, 888poker and Mr Green.

However, these brands do not all use William Hill’s UK gambling licence.

For UK players searching for William Hill sister sites, the clearest answer is:

888sport is the closest separate sportsbook under the same parent company, while 888casino, 888poker and Mr Green are other gambling brands within evoke.

William Hill itself does not currently have another separate bookmaker operating on the same UKGC licence.

That distinction is important because sister-site lists often mix together brands that share ownership, brands that share a licence and bookmakers that are merely similar.

Our broader UK betting sister sites guide explains how those relationships differ.

William Hill Sister Brands Compared

For someone specifically looking for another sportsbook connected to William Hill, 888sport is the most relevant choice.

Who Owns William Hill?

William Hill is currently owned by evoke plc.

The group was previously called 888 Holdings plc, but changed its corporate name to evoke in 2024.

William Hill became part of the business after 888 completed its acquisition of William Hill’s non-US assets.

Today, evoke officially presents a portfolio that includes:

• William Hill
• 888sport
• 888casino
• 888poker
• Mr Green
• Winner

You can see the current brand portfolio on the official evoke website.

This ownership structure is what makes the 888 brands genuine William Hill corporate sisters.

Does William Hill Have Any Same-Licence Sister Sites?

No separate bookmaker is currently listed alongside William Hill under its principal online UK licence.

William Hill’s British online operation is run through WHG (International) Limited, under UK Gambling Commission account 39225.

The current UKGC record lists:

• William Hill Online as the trading name;
• williamhill.com as the active domain.

That means 888sport, Mr Green and other evoke brands are not operating directly under William Hill’s licence.

You can verify William Hill’s current operator details through the UK Gambling Commission register.

So there are two useful definitions here:

Same-licence sister sites: none currently identified.

Same-parent-company sister brands: 888sport, 888casino, 888poker, Mr Green and other evoke businesses.

For most people searching this keyword, the second definition is more useful.

888sport: The Closest William Hill Sister Bookmaker

Among evoke’s other brands, 888sport is the closest match for someone who wants another sportsbook.

William Hill and 888sport are both controlled by evoke plc, but their UK operations sit under different legal entities.

William Hill uses:

WHG (International) Limited

888sport uses:

888 UK Limited

That means the relationship is genuine at the group level without the two sportsbooks being legally identical operations.

This can matter because each brand can still set its own:

• promotions;
• betting markets;
• odds;
• account features;
• withdrawal processes;
• limits;
• support procedures.

So a William Hill customer moving to 888sport should not assume the experience will simply be a rebranded version of the same site.

Is 888casino a William Hill Sister Site?

Yes, at parent-company level.

888casino is owned by evoke plc, just like William Hill.

Its main focus is online casino gaming rather than sportsbook betting, so it is better described as a sister gambling brand than a direct William Hill alternative.

This makes it relevant when discussing the full evoke network but less important for someone specifically comparing UK bookmakers.

What About 888poker?

888poker sits within the same group.

Its core product is online poker rather than sports betting or a general casino, so its connection to William Hill is corporate rather than product-based.

The relationship is still genuine:

William Hill → evoke plc ← 888poker

But someone searching for another sportsbook would normally find 888sport far more relevant.

Is William Hill Vegas a Separate Sister Site?

William Hill Vegas needs to be treated differently.

It is marketed separately from the main sportsbook, but it remains part of the broader William Hill gaming proposition.

It is therefore misleading to present William Hill Vegas as though it were another independent bookmaker owned by evoke.

A clearer description is:

William Hill Vegas is a casino-focused extension of the William Hill brand rather than a separate sister sportsbook.

That makes its relationship much closer than the connection between William Hill and 888sport.

Is Mr Green Connected to William Hill?

Yes.

Mr Green remains part of evoke’s brand portfolio, which makes it a corporate sister to William Hill.

Its UK regulatory structure is more complicated, however.

Mr Green Limited surrendered its previous British remote gambling licence in October 2024. The former mrgreen.com entry under that licence is now inactive.

The current UK operation therefore should not be described as if it simply shares William Hill’s licensing structure.

For readers, the useful distinction is straightforward:

Mr Green and William Hill share a parent company, but their current UK operating arrangements differ.

That is still a genuine relationship, just not a same-licence one.

Where Does Winner Fit?

Winner is another brand controlled by evoke.

However, its main business is outside the core UK market, particularly in Romania.

That makes it technically relevant when mapping evoke’s corporate portfolio, but not especially useful as a UK William Hill alternative.

For British bettors, the practical group structure is better understood as:

William Hill
→ sportsbook + casino

888sport
→ separate sportsbook brand

888casino
→ casino

888poker
→ poker

Mr Green
→ casino/gaming

That covers the brands most relevant to this search.

William Hill vs Other Major UK Bookmaker Groups

William Hill’s structure is different from several other well-known bookmakers.

For example, our Bet365 Sister Sites guide explains why Bet365 does not have the same broad multi-brand UK network.

The situation is also different from Betfred Sister Sites, where the ownership structure and related brands follow another pattern.

These differences are why the phrase “sister sites” should not automatically mean one thing across every bookmaker.

With William Hill, the parent-company connection through evoke is the key relationship.

Is William Hill an Independent Bookmaker?

No.

William Hill is part of a wider gambling group rather than being a standalone bookmaker controlled independently of other major gambling brands.

That separates it from many of the operators covered in our independent UK bookmakers guide.

The William Hill name may operate independently from a customer-facing perspective, but the corporate business behind it also controls the 888 and Mr Green brands.

Is William Hill Being Taken Over?

There is a significant ownership development underway in 2026.

A recommended all-share acquisition involving Bally’s Intralot and evoke plc was announced in June 2026.

Shareholders subsequently approved the required resolutions, but the transaction had not completed at the time of our September 2026 check.

That distinction matters.

For now, it remains accurate to describe:

William Hill → evoke plc

rather than saying William Hill is already owned by Bally’s Intralot.

If the transaction completes, William Hill’s ultimate corporate ownership will change and this page will need updating.

Which William Hill Sister Site Is Best for Sports Betting?

From a structural point of view, 888sport is the closest separate sportsbook in the same corporate family.

It shares evoke plc as its parent company while maintaining a separate brand and UK operating structure.

That makes it more relevant to William Hill sportsbook users than 888casino, 888poker or Mr Green.

However, group ownership alone should not determine where someone bets.

Before opening another account, compare practical details such as:

• available markets;
• odds;
• withdrawal rules;
• promotions;
• payment methods;
• betting limits.

Two sister brands can still provide noticeably different products.

Frequently Asked Questions

What are William Hill’s sister sites?

William Hill belongs to evoke plc. Other brands within the group include 888sport, 888casino, 888poker and Mr Green. For sports betting, 888sport is the closest separate sister brand.

Is 888sport owned by William Hill?

No. William Hill does not own 888sport directly. Both brands are owned by their common parent company, evoke plc.

Do William Hill and 888 use the same UK gambling licence?

No. William Hill’s online business operates through WHG (International) Limited, while the 888 brands use a separate operator structure.

Is 888casino a William Hill sister site?

Yes at corporate level. William Hill and 888casino are both controlled by evoke plc, although they are separately operated brands with different primary products.

Is Mr Green connected to William Hill?

Yes. Mr Green is another evoke-owned gambling brand. Its current UK licensing arrangement is different from William Hill’s, so they should not be described as operating under one licence.

Is William Hill Vegas another bookmaker?

No. William Hill Vegas is better viewed as a casino-focused part of the broader William Hill product range rather than a separate sportsbook.

Who owns William Hill in 2026?

As of September 2026, William Hill remains part of evoke plc. A proposed transaction involving Bally’s Intralot is progressing but had not yet completed when this page was last checked.

William Hill Sister Sites: The Bottom Line

William Hill’s genuine sister relationships come from its ownership by evoke plc.

For UK sports betting, 888sport is the clearest separate sister brand.

888casino and 888poker belong to the same group but serve different gambling categories, while Mr Green is another evoke brand with a different UK operating arrangement.

William Hill Vegas is even closer to the original brand and should be viewed as part of the William Hill ecosystem rather than a separate bookmaker.

The simplest structure is therefore:

William Hill + 888sport + 888casino + 888poker + Mr Green → evoke plc

What they share is corporate ownership.

What they do not necessarily share is the same operator, UK licence or customer experience.

Last verified: September 2026.