William Hill Reviews
Editorial assessment: William Hill has extensive horse-racing and football markets and a long retail history. I like the range of racing options, though the prices and each-way terms deserve comparing with alternatives.
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About William Hill
William Hill is a bookmaker founded in 1934, offering pre-match and live betting on football, horse racing, tennis, cricket, rugby and other sports. Its sportsbook includes match-result markets, accumulators, Bet Builder selections, cash-out and selected live streams. The brand also operates betting shops in Great Britain, alongside regional online services.
The wider website includes casino slots, live-dealer games, bingo and poker where these products are licensed. Football markets can feature early payout, substitute-player rules and accumulator boosts, while racing promotions include extra places on selected meetings. Its website and mobile apps group sports, racing, gaming and promotions into separate areas. Some special markets carry different settlement conditions from ordinary bets, so customers should check the specific rules before placing them. Local companies and licences differ between the UK, Ireland and other countries.
| Site | William Hill |
| Year Established | 1934 |
| License Holder | Williamhill.com GB/Jersey/Gibraltar: WHG (International) Limited (Gibraltar 99191). Republic of Ireland sportsbook: WH Ireland Limited. Other international williamhill.com customers: William Hill Global PLC (Malta C96298). Spain: WHG Ceuta S.A. Italy: William Hill Malta Plc. |
| Operating License | Great Britain UKGC account 39225 (WHG International Limited); Gibraltar licence 034 and 042. Ireland: GRAI remote bookmaker GRAI-1096-RB-26-0001 (WH Ireland Limited). International: MGA/CRP/121/2006-05 (William Hill Global PLC, valid until March 2028). Italy ADM online concession 16044. Spain DGOJ licensed WHG Ceuta S.A. |
| Local License | GB: UKGC 39225; Gibraltar 034 and 042; Ireland: GRAI-1096-RB-26-0001; Italy: ADM 16044; Spain: WHG Ceuta S.A., general betting and gaming licences plus individual sports betting concessions. Jersey covered by William Hill's Gibraltar-based customer terms; local conditions apply. |
| Software | OpenBet |
| Products | Pre-match Sports Betting, In-Play Betting, Accumulators, Bet Builder, Cash Out, Horse Racing, Live Streaming, Casino Slots, Live Casino, Bingo, Poker, Virtual Sports |
| Min. Bet | 0.05 |
| Max Payout | 2000000 |
| Overall Odds | 93.27% |
| Football Odds | 93.40% |
| Tennis Odds | 92.32% |
| Basketball Odds | 94.0% |
| Types of Odds | Decimal , Fractional , American |
| [email protected] | |
| Phone Number | 0117 463 6054 (UK retail enquiries; online support via live chat) |
| Company Address | WHG (International) Limited, Suite 601/701 Europort, Europort Road, Gibraltar GX11 1AA |
William Hill Promos
Welcome Free Bets
Sports Welcome Free Bets
William Hill advertises a sports welcome offer for eligible new customers who place a qualifying first bet. Current UK landing pages describe £30 in free bets after a £10 qualifying sports wager, with registration code and payment method conditions varying between campaigns. The free-bet denominations and expiry dates are stated on the selected offer.
Football Acca Boost
The updated 2026 accumulator offer applies to winning football multiples with two or more qualifying legs at minimum odds of 1.20 each. Eligible 90-minute, 2 Up, BTTS and goals markets earn a sliding boost, up to 200% for very large accumulators. The campaign is scheduled through May 2027 and has stake and maximum-return limits.
Impact Sub
On marked football player markets, a substitute can continue a qualifying selection after the original player leaves the pitch. Impact Sub applies only where its icon appears and can cover qualifying pre-match and live bets. Standard settlement and competition restrictions apply.
2 Up Early Payout
Selected football match-result markets offer early settlement if the backed team takes a two-goal lead, regardless of the final result. Only bets placed in eligible 2 Up markets receive the special settlement.
Horse Racing Extra Places
William Hill periodically offers extra places on selected each-way horse races. Number of places, each-way fractions, runner requirements and exclusions vary by race and market.