William Hill Sports Betting Review (2023)

Joseph Haliday
Author, Betting enthusiast

November 16, 2023

Joe is a passionate sports fan, who also loves the field of sports betting. He has been creating sports betting content full-time since 2016. In that time he has written hundreds of articles, including sportsbook reviews, strategy guides, explanatory articles, betting tips, and more. Joe also enjoys wagering in his spare time, particularly on football, the NFL, and the NBA.

William Hill info & Score



Customer Support


Bottom Line


William Hill is as good as it gets


Sign Up offer
Ongoing Promotions
Betting Markets and bet types
Betting Odds
Betting Features
Mobile App
Customer Support
Deposit/Withdrawal Options

Our Verdict:

William Hill is as good as it gets. It has an exceptional track record, excellent mobile features, extensive betting markets, top-notch customer support, and basically everything else you could ask for.


Some nine decades since launching, William Hill remains one of the biggest names in sports betting. What you’ll want to know, of course, is whether or not it remains one of the best bookies after all that time.

That’s exactly what we’re going to explore in this review. Read on to learn about the current state of William Hill, including its promos, betting markets, customer support quality, and plenty more besides. Ultimately, you’ll learn whether William Hill is a good match for your needs right now or not.

William Hill Sign Up Offer

William Hill’s welcome offer is one of the true industry classics. Its ‘Bet £10, Get £30 in Free Bets’ sign up bonus has proven popular over the long haul, and remains an excellent deal.

To qualify here, all you have to do is sign up then deposit and bet £10. In return, you’ll get £30 in free bets. These can then largely be used as if they were regular stakes.

Notable terms and conditions

Here are the main T&Cs to be aware of:

  • New customers only, 18+
  • First deposit must be £10 or more
  • First wager must be at least £10, at odds of 1/2 or greater
  • Virtual sports ineligible for qualifying betStake not returned with free bet winnings

How to claim your welcome bonus

  • Sign up to William Hill for the first time
  • Create a new account
  • Deposit at least £10, using an eligible payment method
  • Place a qualifying wager (not on virtual sports), of at least £10, at odds of 1/2 or higher
  • Receive your bonus
  • Use your free bets within 30 days

This is already an appealing enough deal, essentially trebling your spending power immediately. The nice, low qualifying odds also give you a good shot at winning your first wager.

In addition though, you should know that William Hill is also currently offering a mobile-only sign up bonus. This is even better than the desktop version. It gives you £40 in free bets, rather than £30, in exchange for your £10 qualifying bet.

How to Sign Up to William Hill

William Hill is an extremely user-friendly site in general, and this is true from the very first time you log on. Here are the few steps you must take to get started in the first place.

  • Head to William Hill
    Your first step, obviously, is to head for William Hill. In this case, we’ll assume you’re using the desktop website, rather than the mobile app. If you are on the app though, the process is basically the same.
  • Create Your Account
    Once you’ve reached the home page, click the yellow ‘Join’ button in the top-right corner. This will bring up the two-stage registration process. All you need to do is fill in a series of personal details, and set your username and password. Finally, just agree to the general terms and conditions, then finish creating your account.
  • Make a Deposit
    To fund your new account, log in using the details you just set, then use the deposit option in the top right. A box will now pop up displaying all of your payment choices. Pick the one you wish to use, enter your payment details followed by a monetary amount, then confirm the payment.
  • Place Your Bets
    With your account funded, it’s time for the fun to begin. Head back to the main sportsbook, then click the sport you want to bet on using the menu to the left-hand side. Pick the specific matchup you’re interested in, and click the odds next to a market to add that selection to your betslip. Finally, set your stake within your betslip on the right, check everything over, then confirm your bet.

Ongoing William Hill Promotions

You’ve already seen how good the William Hill welcome offer is. Well, there’s an argument to be made that the ongoing promotions are even better. There were seven true offers for existing customers at the time of writing, with these being the best of the bunch.

Daily Football Acca Bet Boos

Accumulators already deliver sizable winnings when they hit. With the William Hill Acca Bet Boost, however, your winnings for successful football accumulators get even bigger.

To qualify here, you need to place an acca with at least three selections, with combined minimum odds of 3/1 or greater. Do so, and – if your acca wins – you’ll get additional winnings of between 25-100%, depending on your number of selections.

Daily Horse Racing Bet Boost

William Hill already offers good odds for horse racing by default. With this promo, however, those prices get even more attractive.

Most importantly, you get to apply your own bet boost here, rather than using enhanced odds decided on by the bookie. You can boost a bet on all horse racing (or greyhound racing), and it can be a singles or multiples bet. Your stake can be up to £20, and – best of all – you can apply a fresh boost every single day.

Already have a William Hill account? Click here to check horse racing deals from other bookies

Stat Attack

Free to play games are becoming a key attraction of using a premium sportsbook. William Hill has joined the trend, along with competitors like 888sport and Ladbrokes, with its own iteration.

Stat Attack costs nothing at all to join, but can deliver real money prizes. To win, you must correctly predict the answers to five questions. Do so, and you’ll get a £20 Build Your Bet bonus. Even if you get four correct, you’ll still get a £2 bonus.

Epic Boost

Similarly to the aforementioned horse racing promo, Epic Boosts are odds boosts which you can apply to the markets you choose. In addition to racing, William Hill also offers them for both football and the NFL.

For football, you get one boost every single day. This must be used on a Build Your Odds acca with 3+ selections. In the NFL meanwhile, you essentially get one per week (it unlocks on Wednesday, and must be used before Monday Night Football). Again, this must be placed on a Build Your Odds bet with at least 3 picks.

Scratch of the Day

While not technically a ‘sports’ promo, you can still access this offer directly through the sportsbook. As the name suggests, this is an instant scratchcard game. It’s absolutely free to play, so… there’ basically no reason not to give it a go. You can do so every day, and – if you get lucky – you could win free bets, boosts, or even cash.

William Hill Betting Markets and bet types

The selection of betting markets on William Hill is truly enormous. It’s easily one of the best around right now, and – whatever your personal betting tastes – you should find them catered-for here.

Naturally, all the most popular sports are covered, with the sections for football and horse racing being particularly impressive. There’s plenty more on offer here too though, as we’ll see shortly.

Whichever sport you prefer, you’ll also find your options neatly split between pre-match and in-play markets. The latter category naturally has fewer options, but there are still more than you’ll find on the vast majority of sportsbooks.

Here’s a quick summary of William Hill performs in the main UK markets.

Betting Market Bet Types
  • Match Result
  • Over/Under Goals
  • Handicap Betting
  • Outright Wagers
  • Player Props
Horse Racing
  • Race Winner
  • Each Way
  • Multiples Bets
  • Match Result
  • Competition Winner
  • Set Betting
  • Over/Under Sets
  • Competition Winner
  • Top X Finish
  • To Make the Cut
  • Match Result
  • Competition Winner
  • Over/Under Runs
  • Player Props
  • Match Result
  • Map Winner
  • Most Kills
  • Over/Under Maps

Other sports

As touched on above, William Hill certainly doesn’t limit itself to the very biggest sports. Instead, you’ll find an impressive array of alternative markets too. Here are just a few of your many options:

  • Darts
  • Snooker
  • Virtual Sports
  • American Sports
  • Athletics
  • Cycling
  • Entertainment
  • Politics

Added together, this is easily one of the biggest and best betting selections you’ll find right now.

William Hill Betting Odds

Of course, even the biggest betting selections don’t are meaningless if the odds are rubbish. With William Hill, this needn’t be a problem.

William Hill is big enough to not worry too much about exposing itself to relatively small-scale losses. For you, that basically means they’re not afraid to offer highly attractive odds. Use any odds comparison site, and you’ll usually find William Hill competing for top spot when it comes to the biggest markets, particularly for outright bets.

In addition, you’ll also find a constant stream of enhanced odds here, usually for football multiples. William Hill is also one of the few bookies to provide odds boosts that you can apply, which will artificially inflate your prices for bets you choose yourself.

William Hill Betting Features

William Hill is about as feature-packed as it comes. It not only ticks the major boxes here, but executes with aplomb. Here’s a selection of some of its key features:

In-Play Betting

All respectable bookies facilitate in-play betting nowadays, but William Hill genuinely executes here better than just about anybody.

Whether you’re using the desktop site or mobile app, you’ll find that your live betting odds refresh regularly, and that you can get wagers down extremely quickly. Not only that, but the quality of the live odds you’re offered is also top-notch.

Cash Out

Placing live bets is only half of the equation, of course. Once again, William Hill not only lets you cash out ongoing bets, but do so more easily and quickly than you’re used to.

Seeing your live bets, and which are eligible for cashing out, couldn’t be easier. You’re generally given very fair odds too, based on the current state of your bet.

Best of all though, William Hill offers both full and partial cash outs. The latter allows you to lock in some early profits, while leaving the rest of the bet to play out.

Read more about Cash out options >>

Bet Builder

As with live betting tools, this is something you’d expect to find from every top bookie nowadays. William Hill doesn’t disappoint, courtesy of its excellent Build Your Odds (BYO) bet builder.

This is targeted squarely at football bettors, and makes it incredibly easy to put together same-game multiples. Not only that, but – as we saw earlier – William Hill even lets you boost your own odds here on a multiples bet you like.

Live Streaming

From a bookie as big and prestigious as William Hill, you’d probably be more surprised if live streaming wasn’t an option. Well, that’s an unpleasant surprise you don’t have to worry about here.

William Hill’s live streams are extremely high in quality, whether you’re using the mobile app or desktop site. They also cover an impressively wide range of competitions and sports, including football, tennis, and racing.

Best Odds Guaranteed

Best Odds Guaranteed  (BOG) deals solve one of the most common complaints for racing bettors. In short, they automatically upgrade you to the starting price if it’s superior to the original odds.

This is another area in which William Hill at least equals the competition. Its Best Odds Guaranteed deal covers every single UK horse race, and can benefit you for up to £25,000 per day


Last but not least, William Hill has bought into the trend of integrating social media into its special offers. With #YourOdds, you can reach out to William Hill via Twitter, and ask them to price any market you can possibly dream of. If they approve the wager, the social media team will reply to you with the odds, and a link to add your customised selection directly to your betslip.

William Hill Mobile App

Here you’ll find yet another area in which William Hill excels. In fact, this is easily one of the strongest parts of the entire offering.

For starters, this downloadable app is available on both iOS and Android devices. You can get it straight from the App Store or Google Play respectively.

Once you’ve done so, you’ll find one of the most user-friendly apps around waiting for you. The blue and white/grey-coloured theme doesn’t just look great, but handles brilliantly too. Navigation is an absolute cinch thanks to both collapsible and side-scrolling menus, and there’s a search function to help you find specific markets immediately.

In terms of its performance, the William Hill app was also faultless during our testing. Its loading speeds and general stability were both excellent. The more demanding features, such as the live betting and streaming tools, also worked perfectly.

Finally, don’t forget that William Hill also has a mobile-only welcome offer. This is even better than the main bonus, which shows you William Hill’s clear commitment to its on-the-go users.

For more info on downloading betting apps, visit our mobile betting app page.

William Hill Customer Support

At the risk of sounding like we’re fawning, this is yet another area in which William Hill absolutely smashes it. Use any bookie long enough, and you’ll require some help sooner or later. When that happens here, the help you receive will not only be quick, but helpful too.

You can basically get in touch with William Hill however you like. Email, phone, and social media are all options here, but live chat is probably the most convenient. Better yet, this support is available 24/7, as you’d expect from such a big brand. And, when you are matched with a rep, you’ll find them to be professional and helpful.

Elsewhere, William Hill also impresses with its indirect support. There’s a full FAQ in place here, which will answer most of your most common queries without even needing to reach out. The entries are also concise and well-written, and finding a particular answer is very easy indeed.

Deposit/Withdrawal Options

Generally speaking, we’ve been almost uniformly positive about William Hill so far. This is the one true area, however, in which it fails to impress.

Your payment options aren’t terrible on William Hill. They simply can’t live up to the sky-high standards set elsewhere.

Both debit card and bank transfer are supported here, as you’d expect. Aside from that though, there are precious few options indeed. In fact, for desktop users there’s only Paysafecard and William Hill Plus. The former is a prepaid card, while the latter is a useful feature which links your betting in real-world William Hill sportsbook and the online platform.

Most disappointingly of all, there are no eWallets whatsoever supported. PayPal used to be an option, but William Hill has since stopped allowing it. In another nice nod to mobile users though, William Hill does accept Apple Pay.

To summarise, here’s a quick rundown of Wiliam Hill’s payment options.

Payment Method Minimum Deposit Minimum Withdrawal Payout Processing Time
Visa/Mastercard £5 £5 30mins – 4 hours
Bank Transfer £10 £25 3-5 working days
Paysafecard £10 N/A (Must use bank transfer) N/A
William Hill Plus N/A N/A N/A
Apple Pay £5 N/A (Must add alternative method) N/A

William Hill  in the Media

William Hill’s track record is one of the best not only in the UK, but among worldwide betting brands. It has been running since all the way back in 1934, and continues to lead the way in many key areas. Having started in Britain, it has since expanded to Ireland, Europe, Australia, and – most notably – the USA.

William Hill has changed hands many times over the years, particularly in the past couple of decades. Most recently, its European operations were snapped up by 888 Holdings in a massive £1.95 billion deal.

Most recently though, William Hill has suffered some of its most notable negative news in years. In early 2023, its UK business was ordered to pay a $24 million fine, due to failures in its anti-money laundering measures. While this is obviously a serious matter from a financial and legal perspective, however, it’s unlikely to have actually affected everyday bettors in any way

William Hill Sport UK Betting Review


Definitely - it has one of the longest and most impressive track records of any brand. It also holds licences with jurisdictions all around the world, including the UK, Ireland, and USA.

No. Previously it did, but William Hill has now stopped accepting PayPal. You can only use debit card, bank transfer, Cash Direct, or Paysafecard.

Yes, and it’s one of the best examples around. The cash out tool here is not only highly responsive, but even lets you either fully or partially cash out your wager.