William Hill could regain its upward trend after having consolidated recently.

The company has many fundamentals qualities: a reasonable valuation with a P/E ratio of 15.4x in 2015, and a strong profitability with a net margin of 12.1%. Moreover, analysts covering the stock target on average a 12% appreciation potential.

Graphically, the stock evolve in a bullish trend in the medium and long term. In the short term, prices consolidated close to the upward trendline, and came back on the GBp 368.7 support. This relevant threshold tested previously is likely to allow a significant rebound toward the GBp 397 resistance.

Therefore, long positions can be opened on the stock to target GBp 397. A stop loss will protect the trade under GBp 368.7.