William Hill
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William Hill is one of the oldest and most recognisable names in British betting. Founded in 1934 by William Hill himself, the brand has been a fixture on the UK high street for nearly a century and remains a dominant force in online betting. Now owned by 888 Holdings following a £2.2 billion acquisition in 2022, it continues to operate under its famous name and serves millions of customers in the UK and beyond.
The sportsbook is genuinely expansive, covering 42 sports — well above the industry average. Football takes centre stage, with deep coverage from the Premier League down to lower-league fixtures and an impressive range of markets including player stats, corners, cards, and half-time results. Horse racing is another core strength, with Best Odds Guaranteed on UK and Irish meetings, live streaming, and a dedicated racing section that makes navigating the day’s card straightforward. Among William Hill’s more unusual offerings are politics markets, TV specials (from Love Island to the Oscars), and novelty bets that keep things interesting beyond the traditional sports calendar.
The in-play betting section is well-built, with live stats, match trackers, and real-time odds across football, tennis, cricket, and more. Live streaming is available on a wide range of events, and the Cash Out feature works across singles and multiples on most major sports. William Hill also offers some of the highest betting limits in the industry, with maximum payouts of £2 million per wager — matched only by bet365 at that level.
The mobile app scores well on both iOS and Android, with ratings of 4.6 and 4.5 respectively, and covers the full product including sportsbook, casino, and virtual sports. Customer support is available around the clock via live chat, though some users report the initial interaction goes through an automated bot.
William Hill is fully licensed by the UK Gambling Commission. New customers can claim a welcome bonus with a qualifying first bet. A tried-and-tested operator with one of the widest sports selections in the market.