William Hill Review

Rating Details

Here is a quick summary of William Hill’s performance in key areas.

William Hill Compared to Other Market Leaders

Although William Hill is a renowned and reputable sports betting site with several impressive tools, it is far from being the only one dominating the UK market. If that is the case, then how does it fare against competitors?

• William Hill and bet365 offer similarly competitive odds and market coverage. Not only this, they both offer £30 in free bets to new users. Despite having several common grounds, bet365 has better in-play coverage. In addition to providing live streams on more sports, its inclusion of partial cashout provides punters with more control, especially if you are not entirely sure how a game is going. Unlike William Hill, which uses a chatbot, bet365’s live chat support is managed by human representatives.
• Betway is another top competitor of the sportsbook. Although they cover the same number of markets, William Hill takes the crown when it comes to market depth. In odds, however, there are slight variations in what they offer. For instance, in a recent Spain Women vs. England Women match, William Hill offered 19/40 for Spain Women and 9/2 for England Women, while Betway offered 4/9 for Home and 24/5 for Away.
• With 40+ sports markets, Ladbrokes’ sports coverage far surpasses that of William Hill. Each market is also covered in great detail as you’ll find wagers on both international and local leagues. If William Hill’s limited promotions are a concern for you, then this platform is a worthy alternative. Besides the £20 sign-up bonus you get when you stake £5, you also get daily free spins, which provide free bets, acca insurance, cashbacks, etc.
• Finally, Paddy Power is another big name in the UK market. Even though they share similar margins on odds, Paddy Power features considerably fewer sports markets. It may not offer as many markets as William Hill, but punters who prefer smaller stakes would find it more to their taste. Deposit starts at £5, while you need just £0.01 to initiate withdrawals. Paddy Power also has more promotions for both online and retail betting.

About William Hill and Evoke plc

William Hill was founded in 1934 and has millions of active users across multiple regions. The operator is owned by Evoke plc, which was formerly known as 888 Holdings. Evoke plc is a major gambling group behind 888poker, 888casino, 888sport, and Mr Green. It acquired William Hill’s non-US assets in 2022 from Caesars Entertainment in a deal worth £2.2 billion.

Evoke plc is a publicly traded company on the London Stock Exchange. In 2024 alone, the company generated £1,754.5 million in revenue, a 3% increase from the previous year. The company holds multiple licenses from prominent jurisdictions, including the UK, Italy, Spain, and other European countries.

Similarly, Evoke has a structured ESG framework built around three pillars: Players, People, and Planet. It promotes safer gambling through harm prevention tools and gambling education. The group invests in employee well-being and supports inclusive work environments. It is also taking steps to cut carbon emissions and reach net zero.

The company raised over £117,000 for the Motor Neurone Disease Association in 2024. Also, it organises gambling harm education through its William Hill brand. These efforts support long-term, responsible growth.

Where You Can Bet with William Hill

William Hill has a significant global market share, due to its online and retail betting services. Thanks to its multiple licenses, users have secure and legal access in various countries. Here is where you can legally place bets with William Hill.

United Kingdom

William Hill started in Birmingham and is one of the top bookmakers in the UK. It is licensed by the United Kingdom Gambling Commission (UKGC), which enforces strict rules on fairness, security, and responsible gambling. With this license, you can be sure that William Hill adheres to the highest standard provided by the UKGC.

United Kingdom Gambling Commission (UKGC)

Company name WHG (International) Limited

• Head office address Suite 601/701 Europort, Europort Road, Gibraltar, GX11 1AA, Gibraltar
• Account number 39225
• Licence General Betting Standard - Real Event
• Licence number 039225-R-319373-014
• From 1 Nov 2014
• To Current
• Other Licences General Betting Standard - Virtual Event; Pool Betting; Gambling Software; Casino; Bingo
• Trading names William Hill Online
• Status Active

In addition to its online operations, the bookmaker allows users to bet in person at physical locations.

Shops Locator

William Hill betting shop. Image from the official website.

For those who prefer the traditional form of betting, William Hill has hundreds of betting shops scattered all over the UK. You can find the nearest shop to you using the official shop locator tool. Besides getting the address, you also receive additional information, such as the opening time and the distance from your current location. If you are interested in other forms of betting, such as a racecourse shop, there is a filter that can help narrow down your search as well.

United States

Due to the unique iGaming laws in the US, William Hill operates legally only in Nevada, where It holds a local license and offers a state-specific mobile app. You must be physically located within the state borders to place bets, verified by geolocation.

For land-based betting, William Hill has partnered with several companies to operate retail sportsbooks in various licensed casinos and racetracks, particularly in Nevada, where it has over 100 locations. These include kiosks, full-service betting lounges, and counters inside popular casinos. Also, you can bet offline on horse racing at Casino Miami, Florida. You can use the shop locator tool to find out the location closest to you.

Italy

William Hill also operates in Italy under the license of the Customs and Monopoly Agency (ADM).

Customs and Monopoly Agency (AAMS) for operation in Italy

Company name William Hill Malta Plc

• License number 15038
• Status Active
• URL www.williamhill.it

In addition to being legal, the permit also assures player protection and fair practices. Aside from its sports portfolio, other forms of gambling by the bookie – poker, casino, and bingo – are also available to Italian residents through the bookie. However, you have to be at least 18 years old to sign up for an account.

Spain

The Directorate General for the Regulation of Gambling (DGOJ) is in charge of licensing William Hill in Spain.

Directorate General for the Regulation of Gambling (Spain)

Company name WHG Ceuta, S.A.

• Adress Kingdom of Spain, Autonomous City of Ceuta, C/ Millán Astray, number 1, 51001
• Licence number 43-11/GA/N0440809B/SGR; 44-11/ADC/N0440809B/SGR; AHC/2014/001; AOC/2014/001; 75-11/GO/N0440809B/SGR; 88-11/RLT/N0440809B/SGR; 86-11/BLJ/N0440809B/SGR; MAZ/2014/027
• URLs www.williamhill.es
• Status Active
• Trading names

It also monitors all the bookie’s activities to ensure compliance with all stipulated rules and standards. For a more localized experience, the bookie has a dedicated website for Spanish users.

Offshore Jurisdictions

The operator also holds licenses from the Gibraltar Regulatory Authority and the Malta Gaming Authority.

Malta Gaming Authority (MGA)

Company name William Hill Global PLC

• Address Level 7, Tagliaferro Business Centre, 14 High Street, Sliema, SLM 1549, Malta
• Email Address
• Contact No 441765522017
• Licence Number MGA/CRP/121/2006MGA/CRP/121/2006-05
• Licence Type B2C - Gaming Service Licence
• Game Type Approved Type 1 Gaming Services; Type 2 Gaming Services; Type 3 Gaming Services
• Status Licensed
• Website Urls www.williamhill.com

Gibraltar Gambling Commissioner

Company name WHG (International) Limited

• Address 6/1 Waterport Place Gibraltar
• Telephone +350 20002711
• Licences Betting RGL No. 042, Gaming RGL No. 034
• Brands 21 Nova, Eurogrand, William Hill Bingo, William Hill Casino, William Hill Casino Club, William Hill Live Casino, William Hill Poker, William Hill Sports, William Hill Vegas
• Website Urls www.williamhill.com
• Status Active

Unlike the regions above, these two licenses enable WH to accept users from multiple regions, particularly where local licensing isn’t required or available. The GRA and MGA are also two of the most respected licensing bodies in the world, so you can expect the same level of integrity and fairness as in any nationally regulated market.

Regulatory Track Records

William Hill has been subject to several instances of legal and regulatory scrutiny in the past for violating AML rules or failing to adhere to responsible gaming protocols. In 2023, the bookie, alongside sister brand Mr. Green, was fined £19.2 million for failing to comply with the anti-money laundering laws – the largest penalty on record by the United Kingdom Gambling Commission. This almost cost them their license in the UK, but the issue was resolved after quick structural changes.

This was far from William Hill’s first encounter with the UKGC. In 2018, the operator was fined £6.2 million for failing to prevent money laundering and protect users between 2014 and 2016. In this case, 10 users were allowed to fund their accounts from accounts linked to criminal offences.

Aside from the UK, William Hill has also run into trouble with the New Jersey Division of Gaming Enforcement, the licensing body for New Jersey. The platform was fined $20,000 in 2024 for accepting bets on matches that had ended in 2022 and 2023.

Odds

William Hill odds are one of the best in the industry, with them posted well in advance of events. This allows bettors to take advantage of more favourable opening lines before they shift. For major events, you typically find 100+ market options, including the standard options like total goals and match winner. You can also bet on minute inconsequential happenings such as which team will get the first corner, the total number of throw-ins, or if a player will be booked before halftime.

For convenience, the bookie has a toggle that allows you to switch between American, fractional, and decimal formats on the website and mobile app.

Odds are adjusted in real-time, and regardless of where you are, there isn’t any regional price manipulation. With a good internet connection, bet confirmation is done in milliseconds, making it perfect for live betting when every second counts. Although the vig for each sport is different, they aren’t so significant. To foster accountability, you can view your betting history, filter it based on your preference, and even download it.

Payment Options

William Hill supports a wide range of both classical and modern banking methods. UK bettors can use debit cards like Visa, MasterCard, PostePay, and Maestro. Online banking is also available via Fast Bank Transfer as well as TrueLayer for those who prefer a local payment option. Besides the usual lineups, the bookie accepts prepaid cards and e-wallet options, including Paysafecard, PayPal, Skrill, Neteller, and ecoPayz. For iOS users, Apple Pay can be used to fund your account if your Apple Pay deposit isn’t made via a credit card.

Deposits are instant and free, with the minimum starting from £5. The maximum deposit limit can go up to £10,000, depending on the method used.

Withdrawals are also free of charge, though your payment provider may apply standard fees. William Hill processes all withdrawal requests within one hour, but the time it takes to be credited depends on the chosen method. Visa Direct takes between 30 minutes and 4 hours, while another debit card can take up to 3 business days. TrueLayer transactions are slightly longer, usually 3 to 4 working days. E-wallets are the fastest options, as you often get credited within 24 hours. ecoPayz is one of the most flexible options due to its high withdrawal limit of up to £300,000 per transaction, which is ideal for high rollers. 

The platform uses SSL encryption to safeguard all payment gateways, and every piece of submitted information is fully encrypted and protected from third-party access. To further combat fraud, withdrawals can only be made to payment methods that have been used for at least one prior deposit. This ensures that funds are returned to verified sources. To make the process easier, the bookmaker provides step-by-step guides for every supported transaction method. These include screenshots and clear instructions, making it simple to complete deposits or withdrawals. If you need help, you can contact customer support via their social media or email.

Betting Variety

The sports betting site doesn’t limit its coverage to mainstream markets alone. Despite football, greyhounds, and horse racing being its primary selling points, there are also over 30 popular and niche markets that provide year-round betting opportunities. Options like GAA Football, Futsal, and Netball are also among the choices you have access to. In addition to this, the Esports section covers leagues such as CS2 Majors, LoL Worlds, and The International. Even non-sporting events, such as TV shows and politics, are part of the lineup, with markets spanning Oscar winners, Eurovision outcomes, and global elections.

Most sports are covered in-depth, with both international and local leagues from more than 25 countries. This gives you the chance to take advantage of niche matchups and regional games that others might overlook. The Top Bets tab also helps you stay in the loop with trending markets and what’s drawing the most attention.

The table below breaks down the specific bet types, market categories, and condition filters you can expect across major leagues.

Competitions	Bet Types	Betting Markets	Bet Conditions
Premier League	1x2, Both Teams to Score, Correct Score, Double Chance, Double Result, Draw No Bet, Handicap, Over/Under, Same-Game Parlay, Win from Behind, Win to Nil	Cards, Corners, Goals, Player Props, Shots, Shots on Goal	1st Half, After N Minutes, Both Halves, Both Teams, Either Half, Either Team, Team 1, Team 2, Time Interval
FA Cup	1x2, Double Chance, Double Result, Draw No Bet, Handicap, Over/Under, Same-Game Parlay, Win from Behind, Win to Nil	Cards, Corners, Goals, Penalty, Shots, Shots on Goal	1st Half, Both Halves, Both Teams, Either Half, Either Team, Team 1, Team 2, Time Interval
Scottish Premiership	1x2, Asian Handicap, Both Teams to Score, Correct Score, Double Chance, Double Result, Draw No Bet, Handicap, Over/Under, Same-Game Parlay, Win from Behind, Win to Nil	Goals, Player Props	1st Half, After N Minutes, Both Halves, Both Teams, Either Half, Either Team, Team 1, Team 2, Time Interval
Champions League	1x2, Both Teams to Score, Correct Score, Double Chance, Double Result, Draw No Bet, Handicap, Over/Under, Same-Game Parlay, Win from Behind, Win to Nil	Cards, Corners, Goals, Player Props	1st Half, Both Halves, Both Teams, Either Half, Either Team, Team 1, Team 2, Time Interval
Europa League	1x2, Asian Handicap, Both Teams to Score, Correct Score, Double Chance, Double Result, Draw No Bet, Over/Under, Same-Game Parlay, Win to Nil	Cards, Corners, Goals, Player Props, Shots, Shots on Goal	1st Half, Both Halves, Both Teams, Either Half, Either Team, Time Interval
La Liga	1x2, Asian Handicap, Both Teams to Score, Correct Score, Double Chance, Double Result, Draw No Bet, First/Last Goal, Handicap, Odd/Even, Over/Under, Same-Game Parlay, Win to Nil	Cards, Corners, Goals, Penalty, Player Props, Sending Off, Shots, Shots on Goal	1st Half, After N Minutes, Both Halves, Both Teams, Either Half, Either Team, Team 1, Team 2, Time Interval
Serie A	1x2, Asian Handicap, Both Teams to Score, Correct Score, Double Chance, Double Result, Draw No Bet, Handicap, Odd/Even, Over/Under, Same-Game Parlay, Win to Nil	Cards, Corners, Goals, Penalty, Player Props	1st Half, Both Halves, Both Teams, Either Half, Either Team, Team 1, Team 2, Time Interval
Bundesliga	1x2, Both Teams to Score, Double Chance, Double Result, Draw No Bet, Handicap, Over/Under, Same-Game Parlay, Win from Behind, Win to Nil	Cards, Corners, Goals, Player Props, Shots, Shots on Goal	1st Half, Both Halves, Both Teams, Either Half, Either Team, Team 1, Team 2, Time Interval
Ligue 1	1x2, Both Teams to Score, Correct Score, Double Chance, Double Result, Draw No Bet, Handicap, Over/Under, Same-Game Parlay, Win to Nil	Cards, Corners, Goals, Player Props	1st Half, Both Halves, Both Teams, Either Half, Either Team, Team 1, Team 2, Time Interval
MLS	1x2, Both Teams to Score, Correct Score, Double Chance, Double Result, Draw No Bet, Over/Under, Same-Game Parlay, Win to Nil	Goals, Player Props	1st Half, Both Halves, Both Teams, Either Half, Either Team, Team 1, Team 2, Time Interval
NBA	1x2, Double Result, Handicap, Over/Under, Same-Game Parlay, Will there be overtime?	Player Props	Exact Total, Range
MLB	1x2, Correct Score, Handicap, Over/Under	Player Props, Race to X, Team Result	1st inning, 2nd inning, Inning 1 to 5, Team 1, Team 2
NHL	1x2, Both Teams to Score, Double Chance, Handicap, Over/Under, Winner & Total	Goal in each period, Period Result, Player Props	Team 1, Team 2
IPL	Most/Comparative, Over/Under, Winner	Dismissal Types, Specific Deliveries	Team 1, Team 2

In-Play Betting and Live Streaming

williamhill.com

William Hill offers live betting on all available sports, not just the big ones like football, tennis, and basketball. You can also stake live on niche sports such as darts and snooker. Most top events include dozens of markets, ranging from match results and total goals to time-specific outcomes, such as “Goal in the Next 5 Minutes.”

You get live stats and commentary throughout the match. There’s a visual match tracker with up-to-date numbers like shots, corners, and possession.

Although a live streaming option is available, it is only accessible for select events and sports. Also, there is up to a 5-second delay on live matches.

If you are wagering live, you can enable alerts for key moments, such as goals or market changes, but you cannot set custom notification rules.

William Hill also lets you cash out live bets if you feel a game isn’t going your way, but only full cash out is currently available. Likewise, you can’t use this tool on #YourOdds, Flash Markets, and Price Boosts markets.

Bonuses and Promotions

There aren’t a lot of promotions at William Hill when compared to other big names in the industry. Below are some of the available options.

4.9

Bet £10 get 60 in free bets

18+. Play Safe. New players using T60 code. Online only. Get £60 bonus split as follows: (i) Deposit £10. Get a £20 Vegas Bonus on selected games (72hr expiry, wagering reqs apply); “(ii) bet £10+ (odds 1/2+) with cash or Vegas winnings (after wager reqs met). Once settled, get 4x£10 sports free bets (valid 7 days, excl. virtual sports). Payment & country restrictions & full T&Cs apply.

Claim bonus

New users can claim £30 in free bets after making a first deposit and wager of £10. The deposit must be made using a debit card, and the qualifying bet must have minimum odds of 1/2 (1.5) or higher. The reward is split into three £10 free bets and can be used on all markets except virtual sports. To activate the William Hill sign-up bonus, you must have entered the promo code R30 or BBS200 during registration. The bonus has a low 1x wagering requirement but must be used within 7 days.

In addition to the welcome offer, William Hill runs event-specific promotions, particularly on major football, horse racing, and tennis matches. These can be found in the “Interactive Stories” section on the homepage and typically include free bet deals, price boosts, and cashback offers. William Hill’s promotions often have fair requirements that make it easy for even beginners to clear.

However, there aren’t many options to choose from, and no VIP program is available for loyal customers.

Website

sports.williamhill.com

Although its design may not be the most appealing, the William Hill website is very responsive and intuitive. The features are well organized with efficient navigation. You have quick access to popular sports and common sections, such as promotions and in-play. The search bar helps if you don’t want to scroll; just type in the sport, match, or feature you’re looking for.

The site also auto-adjusts its layout depending on your device or screen size, ensuring everything remains readable and functional on mobile, tablet, or desktop.

Odds refresh in real-time, and any change is marked clearly, showing if they’re going up or down.

The bet slip is retractable, so it never blocks the main content. You can add over 50 selections, then mix them into singles, doubles, or other combinations. The “My Bets” and bet slip sections have light and dark modes, though the rest of the site doesn’t.

Even with a slow connection, you can view markets and place bets without issues. During live streaming, the video resolution automatically adjusts to match your internet speed, so it doesn’t lag.

You wouldn’t find any social features at William Hill, but the site does include a podcast section where big names in the sports industry preview matches and discuss match-related subjects.

Mobile Betting

William Hill has cross-platform accessibility. This means you don’t have to be glued to your PC just to stake on games. Its mobile experience is as easy as using the website, and in some ways, even better due to the convenience and added portability.

Mobile Web App

If your device isn’t compatible or you just prefer not to download the mobile app, then this is an ideal alternative for you. You can add it to your home screen by selecting “Add to Home Screen” in your browser menu. It offers the same features as the mobile app, without needing updates. The only downside is that you may need to log in again after a certain period.

iOS App

iOS users have the option to download the William Hill mobile app from the App Store. In the UK version of the App Store, the app has a rating of 4.7 with 179.1K reviews. The app works on iOS version 14.0 and up, which means you don’t need the latest gadget to use it. The size is also around 114 MB. To protect your account and wagers, it allows Touch ID, Face ID, Apple ID password, and 2-factor authentication. Besides being very easy to use, the app also loads fast with real-time notifications on offers, match events, and bets. Your favorite or most frequent markets are also added to the “popular” section for easy accessibility.

Android App

The William Hill Android app has over 1 million downloads on the Google Play Store and has a 4.3 rating (30.8K reviews). It only requires a small space of 37 MB and works on Android 8.0 or later. Just like the iOS counterpart, it is very secure and allows you to safeguard your account via Face Unlock, 2FA, and Touch ID. Even if you are not active on the app, you still get up-to-date notifications and highlights on your preferred markets.

Betting Tools & Features

William Hill has several smart tools that are designed to improve your betting experience and bankroll. Regardless of your level or wagering style, below are some features you will find at this bookie.

William Hill Plus Card

This card allows you to properly manage and track your online and land-based betting. With this, you can place in-shop wagers using your online account and track them from wherever you are. The card is contactless, secure, completely free, and can be picked up at your nearest shop and linked to your online account. Once activated, you become eligible for exclusive shop-to-online offers too.

Bet Boosts

William Hill price boosts give you better odds on selected events and can increase your potential winnings without taking on additional risk. Enhanced odds occur daily and randomly on popular sports, including football, basketball, tennis, and horse racing. Price boosts aren’t limited to standard markets; you also get them on custom-built wagers, including chosen legs of your accumulator.

Bet Builder

The bet builder tool is available primarily for in-play wagers. It allows you to customize your stake by adding multiple selections from one event. This feature gives you full control to craft bets that match your unique predictions, all within a single game. It’s ideal for users who want more complex and rewarding combinations. Once submitted, your bet builder selection is treated like any other accumulator, with a single price and single outcome.

Request-a-Bet

William Hill’s Request-a-Bet lets you ask for odds on specific outcomes that aren’t part of the regular options. If you have a unique bet in mind, you can post it on X (formerly Twitter) using the hashtag #YourOdds and tag @WilliamHill. Their traders will review your request and reply with custom odds if it’s accepted. This tool is designed for punters who want tailored betting options beyond the standard selections, especially for events like football matches.

Cash Out

Cash Out gives you the option to settle your bets before the event is over. If your wager is winning and you want to secure a profit, or it looks like it might lose and you want to cut your losses, Cash Out lets you do exactly that. It’s available on selected singles and multiples.

Bet Calculator

William Hill has an in-built free bet calculator. This tool allows punters to quickly know their potential win based on stake, bet type, and odds format. The calculator calculates for various wagering types, including singles, doubles, trebles, Yankees, Lucky 15s, and more.

Responsible Gambling

• 
  Restrict Access to Certain Games
• 
  Gamification of Responsible Gambling
• 
  Self-Assessment Test
• 
  Betting History Transparency
• 
  Help Line Integration
• 
  Self-Exclusion Register Participation
• 
  Charity Contributions
• 
  Self-Exclusion Tool
• 
  Cool Off/Time-Out Tool
• 
  Mandatory Breaks
• 
  Spending Tracker Tools
• 
  Default Limits
• 
  Parental Control Tools
• 
  Third-Party Spending Monitors
• 
  Personalized Risk Messaging
• 
  Time/Session Limit Tool
• 
  Dual Account Monitoring
• 
  Positive Play Tools
• 
  Wager Limit Tool
• 
  Dynamic Risk Profiling
• 
  Post-Loss Reflection Periods
• 
  Withdrawal Lock
• 
  Education and Awareness Tools
• 
  Pre-Commitment Tools
• 
  Family and Friends Exclusion
• 
  Reality Check Tool
• 
  Gambling Transaction Blocking
• 
  Loss Limit Tool
• 
  Deposit Limit Tool
• 
  Age Verification Systems

To foster healthy gambling, William Hill has a dedicated section called “Safer Gambling Hub.” This section can be easily found linked in the website/mobile app footer and account settings. The hub provides punters with several essential tools to prevent excessive betting, chasing losses, and even addiction.

• You can set a deposit limit and track your spending with the Deposit Tracker.
• Session time reminders are mandatory for all UK punters. These reminders provide a pop-up notification at a user-specified time and automatically exit games upon reaching the set duration.
• For shorter breaks, the “Time Out” feature allows accounts to be blocked for up to 42 days. For more extended periods, “Self-Exclusion” offers a break of at least six months. During both “Time Out” and “Self-Exclusion” periods, WH ensures that no promotional offers are sent to the user’s account or email to assist in a complete break from gambling.
• To help users identify potential issues, William Hill has a free self-assessment tool. This tool asks a series of questions to gauge gambling behavior and recommends the most suitable responsible gambling tools.

Furthermore, the bookmaker is affiliated with several gambling support NGOs such as GambleAware, Gordon Moody, GamStop, GamCare, the GBGA, and Gamblers Anonymous. These organizations offer independent support, advice, resources, and practical help to users experiencing gambling-related issues, which is a welcome external layer of assistance for punters seeking help.

Customer Support

William Hill offers several customer support options, though not all are equally personalized.

The FAQ section is very detailed and well-structured. Instead of short, unhelpful replies, you’ll find full articles with screenshots that explain common issues like payment problems, account settings, or bet settlement in depth.

There’s also a live chat, but it’s a digital assistant chatbot. While it responds within seconds, don’t expect tailored help from a human agent.

For that, your best option is to reach out via X (formerly Twitter). Response times vary, but you can usually expect a reply within an hour on business days and under 24 hours on weekends or holidays, depending on query volume.

A downside is that phone and email support are no longer available for online customers, which limits direct contact with a real support agent.

Betting Information Section

In addition to running a podcast, William Hill has a content hub that serves as its official source of sports and betting news, expert analysis, and match previews.

The platform features daily news articles, regular updates on major fixtures and tournaments, commentary from popular sports journalists and analysts, as well as betting insights.

There’s also a “Betting Guide” section with beginner-friendly content that explains complex topics in simple terms.

Sponsorship

William Hill is more than just a platform where punters wager; they also take active roles in the industry by sponsoring various sports, specifically in Ireland and the UK.

• One of the most recent is the 5-year title sponsorship deal with the Scottish Professional Football League. So, starting from the 2024/25 season,  William Hill is the official betting partner of SPFL – all 4 SPFL divisions. This deal is estimated to be around £10 million. Before this, from 2011 to 2020, William also sponsored the Scottish Cup.
• Likewise, since 2022, the bookie has also been the official betting partner of the Racing League. This gives them the exclusive naming rights of all races throughout the 6-week events.
• Still on horse racing, William Hill is a known sponsor of events such as Super Saturday at Newbury Racecourse, Spring Festivals Trials Day at Naas Racecourse, and Punchestown Champion Chase, just to name a few.
• The company sponsored the PDC World Darts Championship from 2015 to 2022, during which the tournament expanded to include 96 competitors and offered a record £2.5 million prize fund.

William Hill Sports Book Of The Year Award

The William Hill Sports Book of the Year Award was established in 1989 and is the longest-running and most valuable literary prize for sports writing. The award was created to recognize and reward outstanding contributions to sports literature. Currently, the winner gets a cash prize of £30,000 and a leather-bound copy of their book. Other shortlisted authors also receive a leather-bound copy of their book and a £3,000 cash reward.

The 2024 recent winner was the Irish tennis professional Cono Niland. He wrote the memoir “The Racket: On Tour with Tennis’s Golden Generations”. Since its creation, Duncan Hamilton, a British author and journalist, has won three of these awards – the most of any author. The award is held annually in London, usually in late November.

What Bettors Say About William Hill

Like any sportsbook that has been in existence for this long, punters have mixed sentiments towards it. Many players commend the bookie for covering a wide range of sports markets, having competitive odds, and a mobile app. But the bookmaker also faces plenty of criticism.

On Trustpilot, William Hill has a 1.3 rating. Common complaints include delayed withdrawals, re-verification for large transactions, and exclusion from bonuses without clear reasons. More serious concerns involve sudden account bans or restrictions, often after big wins or promotional use. Many users also highlight poor communication. As I’ve rightly noted, too, there’s usually no clear way to contact a human support agent.

This same frustration is echoed by Reddit users, who often mention the lack of transparency during account bans and the limited support responses.

That said, such low ratings are not unique to William Hill. Other big names like bet365 and Ladbrokes have similar Trustpilot scores of 1.3 and 1.2, respectively. Across the industry, negative reviews are common, even among the most reputable sites.

Besides Betting

Sports isn’t the only form of betting at William Hill. You will also find close to a thousand casino games, including online slots, table games, and live dealer games. Renowned gaming studios, including Pragmatic Play, Evolution Gaming, Playtech, BTG, and Slingo, power these gambling options. There is also a dedicated poker section with different rooms and daily tournaments.

William Hill Vegas

If you’d rather try your hand at a skill-based game, this platform also hosts 24/7 bingo rooms. You will find anything from the 75-ball to the 30-ball there, all with different prizes. Even better, you don’t need a new account to access any of these gambling options.

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