18+,New Customers only £10 min Deposit. First Wager at 1/1 or higher matched 50% up to £50. Mobile only. Exclusions apply.


  • Overall Rating 92% 92%
  • Betting Markets 90% 90%
  • Odds 95% 95%
  • Bonuses & Promotions 95% 95%
  • Payment Options 85% 85%




Year Established: 1934


Online Since: 1998


License Holder: WHG (International) Limited


Licensed In: Gibraltar, UK


Bookmaker Type: European


Trusted Brand


Excellent Football Service


Best Odds On Horses


Top Notch Mobile Version


Refund Offers


Plenty Of Ongoing Promotions

William Hill is one of the most trusted betting brands in the UK. The company initially offered telephone betting and there is an estate of retail betting offices around the country. In line with the competition William Hill moved online but the company still operates the offline divisions. The international operation is licensed and regulated in Gibraltar and UK customers fall under the license and regulation of the UK Gambling Commission.

William Hill Sign Up Offer

New customers with William Hill can claim £30 in the form of free bets through the welcome offer. This promotion is seen as fair and acceptable by the UK Gambling Commission who have set standards for compliance. William Hill have an excellent reputation which is not affected by the mechanics of the new customer bonus which is subject to the following Terms & Conditions:

  • Bet £10 and receive £30 as free bets.
  • The offer is valid during 2019.
  • New customers in the UK and Ireland and existing customers are not eligible.
  • Registration using a William Hill promo code.
  • Initial deposit of at least £10.
  • Qualifying bet for £10 or more at odds of 1/2 (1.5) or bigger.
  • The bonus of £30 comes in the form of three free bets for £10.
  • 300% matched bet bonus after settlement of the qualifying bet.
  • The free bets expire after 30 days.
  • Any winnings from the free bets do not include the stake.
  • William Hill general Terms & Conditions apply.

This is a genuine 300% matched bet bonus because the value of the free bets is three times the bonus. There are no wagering requirements and the minimum odds for the qualifying bet are relatively low. The amount of the free bets is lower than average but the rules are not as restrictive as other offers. The William Hill welcome bonus meets the criteria for fairness set and monitored by the regulatory body in the UK. The welcome offer is part of a package of offers that are compliant and provide a good incentive for bettors to create an account, deposit funds and bet.

William Hill Ongoing Promotions (Last Updated: April 2021)

William Hill has a loyal customer base from the older generation who bet in their betting offices and younger gamblers who trust the operator to honour bets and provide good odds. Existing customers from both age groups are rewarded with an extensive range of ongoing dynamic promotions related to an event or sport. These offers are promoted in the racing and mainstream Press and on commercial television. William Hill have the resources to invest in the welcome offer and several ongoing promotions including the ones that are described below:


Get one bet boost on trebles and above each day on any sport, except horse racing or greyhounds. Create you Acca with 3+ selections and give your bet a big boost up to £20 (£20 each way).  Full T&Cs apply.


If you were disappointed that the bet boost acca didn’t apply to horse racing, good news, William Hill offers 3x Bet Boosts on horse racing singles each day, up to £20 win (£20 each way). This bookie does a good job offering a variety of promos to support all its punters and their favourite sports. Full T&Cs apply.


Get the most out of each-way earnings with extra places on Horse Racing on a number of high-profile races each month. In true William Hill style, you’ll get more than ordinary enhancements because sometimes the number of places on offers is doubled. Full T&Cs apply.


Get the bets odds guaranteed on all UK and Ireland horse racing and greyhound racing. You’ll always get paid the best odds. Even if the starting price returns higher than predicted, William Hill will pay you the bigger odds. Full T&Cs apply.


Tennis matches just got a lot more thrilling. Get 10% back on in-play tennis losses each week up to a generous £100 as a free bet. There is also a separate promo that offers the exact same in-play insurance benefit on Cricket matches. Full T&Cs apply.

Get 10% back on in-play tennis losses every week, up to £100 as a free bet.

Customer will receive 10% back in free bets on their losses up to a maximum £100. Free bets will be credited by midday on the Monday after the week has ended.Full T&Cs apply.


If you like the idea of scoring the best deals, Flash Odds gives you the chance to take advantage of hugely enhanced prices available for only a limited time. These super odds are available weekly on the biggest events on the sporting calendar. Full T&Cs apply.


Each day, William Hill has plenty of enhanced odds. This means that instead of ordinary prices, odds are made bigger and better on a variety of the events you might want to bet on. Look for the Enhanced Odds yellow logo to find the best offers each day you search the site. Full T&Cs apply.


Play it your way with #yourodds! Create and mix your markets and bring all your unique betting premonitions to life. Present the offer you create to the bookie by tweeting @WilliamHill with #yourodds and they’ll do their best to give you a price on your offer happening. Full T&Cs apply.

William Hill Markets & Betting Options

‘Sports’ is the first option on the main menu of the Homepage which also features the other betting products. Betting markets are listed under Popular and an A-Z list of 37 sports at the time of writing. This list is not set in stone and as other activities become popular William Hill will create betting markets.  Esports is one growth area and they have been adopted by William Hill as a source of betting.


The first option on the list of Popular markets is in-play betting which is available for several sports. The list also displays football and horses and the current major events which at the time were Wimbledon tennis and the cricket World Cup. In addition to the regular sports, customers with William Hill can bet on Lotteries, Politics and TV/Specials. The most popular betting sports are football, horse racing and tennis.


Football appears on the Popular list because the sport attracts more bets than any other. It is global and gets huge television audiences and betting interest and William Hill plays its part. Customers can bet on many leagues and Cup competitions in Europe and the rest of the world. William Hill displays the three-way match winner after 90 minutes market with a link to additional betting options. A typical fixture offers bettors over 300 markets in the following categories:

  • Match Specials
  • Scorers
  • Goals
  • Team Goals
  • Handicap/Total Goals
  • Half and Period
  • Corners
  • Goal Time
  • Penalties/Cards

There are also markets for events to take place in the first five minutes and subsequent 5 minutes spells when the match is live. @YourOdds is William Hill’s personalised betting feature which allows customers to combine match events in multiples not available in regular betting. If these incidents are related the odds are adjusted accordingly. William Hill also issue ante-post betting on the outright winner of current and upcoming domestic leagues and Cups and international tournaments.

Horse Racing

Horse racing was the traditional betting sport with William Hill’s telephone and retail customers and still accounts for most bets in those divisions. Its importance to UK bookmakers is reflected in its dominance on the main sports page. William Hill covers every meeting in the UK and Ireland and overseas fixtures in France, South America, US and other minor meetings from around the world. Customers who login and play a bet can view live streaming on William Hill Betting TV. The racing coverage includes a form guide and tip for each race and information about the ‘runners and riders’. When backing a horse, customers can take the board price or have bets settled at the Starting Price (SP). William Hill publishes ante-post betting on major upcoming races on the Flat and over jumps at domestic and international fixtures.


The major betting growth sport since the start of the century is tennis and William Hill have embraced the interest in the game. The operator offers odds on matches from the ATP and WTA tours, Challenger events and ITD matches.  The Wimbledon Championships were taking place when this review was written. William Hill displays the two-way winner market for each match with a link to the additional markets. There are typically 30 betting options including match and set betting, handicaps and totals. There was outright betting for the men’s and ladies’ singles during the tournament and ante-post betting on the other three upcoming Grand Slams.

William Hill Mobile Betting And Sports

There is a William Hill mobile app for iOS and Android mobile devices. The iOS app can be downloaded while the website can be read on Android devices id the browser is mobile-optimised. The mobile app is fully functional and users can claim the welcome bonus and all the offers for existing customers.

William Hill Bookmaker Features

William Hill enhance the betting experience by providing the following services and concessions:


At the time of writing there were 60 current live betting events with William Hill. More than half of the matches were related to tennis but during the regular domestic seasons in Europe the majority will be football fixtures. Cricket, tennis and basketball are other popular live betting sports. Betting is suspended after an important incident like a goal in football or break of serve in tennis. Some events are streamed live and all offer the cash out option for outstanding bets, as described below.

Cash Out

The cash out option is available for selected sports, matches and markets and more will be added in the fullness of time. The facility allows customers to close outstanding bets during an in-play match to secure a known win or limit the loss. Bets can be fully or partially cashed out or let to run until expiry. The cash out amount depends on the stake and odds for the original bet and the odds at the time of the cash out request. Pre-match and earlier in-play bets can be cashed out.

Best Odds Guaranteed

William Hill promises customers Best Odds Guaranteed (BOG) on all UK and Irish horse racing and greyhounds. Bets are settled at the best odds when a board price and the SP varies. The guarantee is available for bets placed on the day of the race from 00:01 but William Hill can remove the offer if there are significant non-runners in a race. The most that can be won as a result of BOG is £25,000 on any one for a single customer across all channels.

William Hill Banking Options

William Hill allows customers to deposit and withdraw funds using debit card and major e-Wallets. There are no charges for each type of transaction. Deposits are immediate and withdrawals are delayed from 2 to 5 days depending on the service provider and method.

Opening A William Hill Account, Deposit And Bet

Potential new customers visit the William Hill Homepage and click ‘Join’ this takes readers to the registration page on which some fields have to be populated. The registration process involves specifying a Username and Password. The promo code is optional and then new account holders have to accept the conditions of creating an account. The first deposit activates the welcome offer. Customers choose the method and amount and once confirmed the account balance is updated. Bettors navigate to a specific event and select the option from the chosen market. Once the Bet Slip is completed with the selections and stake customers place the bet.

Customer Support

Customers can contact the William Hill support department using the following methods:

  • Email
  • Telephone
  • Live Chat
  • Twitter

There is also a detailed Help section and customers can provide feedback. William Hill promotes responsible gambling with optional control measures and banner links to bodies which provide guidance and support for problem gamblers.

More On The Bookmaker

William Hill is known all around the world for providing a safe and secure betting experience and making payouts promptly. The operator is one of the established UK betting brands whose practices have been copied all around the world. Initially, the website was inferior to competitors who did not have a retail division. However, the site has been improved and it now works well.

William Hill Bottom Line

Customers with William Hill benefit from an achievable welcome offer and a fine selection of dynamic ongoing promotions. The range of sports and markets is comprehensive and the in-play interface works well. There are no glaring faults so William Hill is rightly seen as one of the leading online bookmakers in the industry.