William Hill Review: What Its Prices Cost You Per £100 Staked
This is a price measurement, not a product review. William Hill was measured on the same basket as every other book in the August 2026 study — 57 of its match-result markets priced in the capture window — and came out 8th of 18 in the ranking — 7.96% margin, £7.37 per £100 staked. Nothing about its app, its offers or its service is measured here.
Commercial relationship. William Hill is a commercial partner and the link below is a paid one. Its place in the ranking is set by the measurement and was not adjusted for that.
What William Hill charged in the August 2026 sample
- Margin
- 7.96%
- Cost per £100
- £7.37
- Rank
- 8 of 18
- Markets sampled
- 57
The margin is the overround: add up the implied probability of every outcome in a market and a fair book totals 100%. William Hill totalled 107.96% on average, and that surplus is the charge. Expressed against your stake rather than against the fair book it comes to £7.37 per £100 — the two figures measure the same thing from different ends, which is why both are printed rather than one.
In this window the keenest book measured £5.67 per £100 and the dearest £10.58. William Hill sat £1.70 above the keenest end and £3.21 below the dearest. Its immediate neighbours were Grosvenor just keener and 888sport just dearer.
William Hill odds by competition
The same operator, the same window, 5 different answers — 3.67 points between William Hill’s own best and worst. A margin is not one number an operator sets; it is set market by market.
| Competition | Margin | Cost per £100 | Against its own average |
|---|---|---|---|
| ATP Canadian Open | 5.53% | £5.24 | -2.43 |
| Premier League | 7.59% | £7.05 | -0.37 |
| Championship | 8.54% | £7.87 | +0.58 |
| League Two | 8.92% | £8.19 | +0.96 |
| League One | 9.20% | £8.42 | +1.24 |
William Hill priced ATP Canadian Open most keenly at 5.53% and League One least keenly at 9.20%, a span of 3.67 points between its own best and worst competition. A bettor who only ever backed ATP Canadian Open would therefore pay a different price at this operator than one who only ever backed League One, without either of them doing anything differently.
What a 7.96% margin costs over a year
William Hill charges 7.96% on turnover, not on deposits. Stake the same pound twice and it is charged twice, which is what turns a small percentage into a yearly figure.
| Staked in a year | Cost at 7.96% | At the keenest measured | Difference |
|---|---|---|---|
| £1,000 | £74 | £57 | £17 |
| £5,000 | £369 | £284 | £85 |
| £20,000 | £1,474 | £1,134 | £340 |
These are arithmetic on the measured margin, not a prediction about anyone’s results. What happens to individual bets is a separate matter entirely; the margin is the part that is known in advance and charged whatever happens.
The third column is the same turnover at the keenest margin in this window, Betfred. At £5,000 staked the gap is £85 a year — worth setting against whatever the sign-up offer is worth, because one is charged every year and the other arrives once.
Who holds the William Hill licence
| Licensed entity | WHG (International) Limited |
|---|---|
| Account number | 39225 |
| Licence number | 039225-R-319373-014 |
| Held since | November 2014 |
| Domain registration | williamhill.com · Active |
William Hill is a brand, not a licensee. The Commission licenses WHG (International) Limited under account 39225 for remote betting on real events, and every price measured on this page was published under that licence. The account has held it since November 2014.
Nothing else is registered against that account: williamhill.com is the only active domain on the licence. In a market where one licensee often carries a dozen brands, that is worth noting rather than assuming.
William Hill on the Gambling Commission’s register
Actions currently listed against WHG (International) Limited. The register is not a complete history — older matters age off it.
7 August 2025 · Financial penalty. Commission record (opens in a new tab).
We record these whether or not we earn from the operator, and we do not summarise them beyond what the Commission published. An action is against the licensed entity, not against the brand, which is why the entity name is printed above it.
Where William Hill sits in the study
8 of 18 puts William Hill in the middle third of the table. That is one capture window, one market type and 5 competitions, so it is a finding about this sample rather than a verdict on the operator. A different basket would produce a different order, and saying so is not a hedge — it is what the method page commits us to.
The full table, exchanges included, is on the register; how the figure is calculated is on the method page.
Visit William Hill (opens in a new tab) 18+ · commercial link · terms apply at the operator
Questions about William Hill
What margin did William Hill charge?
7.96% across the 57 match-result markets we sampled on 7 August 2026, which works out at £7.37 per £100 staked. That is one capture window on one market type and is not a statement about its prices today.
Is William Hill cheap or expensive compared to other bookmakers?
It ranked 8 of 18 bookmakers in this sample, keenest first. The keenest measured £5.67 per £100 and the dearest £10.58, so William Hill sat £1.70 above the keenest end and £3.21 below the dearest.
Is William Hill licensed in Great Britain?
Yes. The Gambling Commission licenses WHG (International) Limited under account 39225, licence 039225-R-319373-014, held since November 2014 and active when we checked the public register. William Hill is a brand operated under that licence, not a licensee in its own right.
Who actually operates William Hill?
WHG (International) Limited. The Commission lists no other active domain against that account, none of them measured in this study.
Does William Hill have a regulatory record?
The public register currently lists one action against WHG (International) Limited, the most recent dated 7 August 2025. The register is not a complete history — older matters age off it. The detail is set out below with a link to the Commission.
Does the margin apply to every market at William Hill?
No. These are match-result markets across 5 competitions. Within that sample its keenest competition was ATP Canadian Open at 5.53% and its dearest was League One at 9.20%, a span of 3.67 points. Other market types are not measured here at all.
What does a 7.96% margin cost over a year?
At £5,000 staked across a year, roughly £369. The margin is charged on turnover, not on deposits, so it recurs on every bet rather than once — which is why it can outweigh a welcome offer several times over.
Do you earn money if I use William Hill?
Yes. William Hill is a commercial partner and the link on this page is a paid one. Its position in the ranking is set by the measurement and is not adjusted for that, which is why partners appear across the table rather than at the top of it.
Can I check these figures myself?
Yes, and that is the intention. The formula, the basket, the exclusion rules and the test vectors are published on the method page, and the odds calculator runs the same arithmetic on any prices you enter. The figures here are ours and can be wrong; where a check shows they are, they change.