William Hill Review

William Hill is a well-established bookmaker having been founded in the UK way back in 1934. The global betting agency has since grown exponentially and today serves customers all over the world. They made early forays into the Australian market via the acquisition of local bookmakers Sportingbet and Centrebet, before officially launching the William Hill brand in Australia in early 2015. William Hill Australia is licensed in the Northern Territory and regulated by the Northern Territory Government. The Centrebet brand continues to service bettors, although the odds and promotions are similarly aligned with William Hill; the Sportingbet and Tom Waterhouse brands are no longer in operation.
With the global backing of its UK parent, William Hill Australia has been able to offer some aggressive promotions to their customers, including a sign up bonus bet to new customers.


William Hill rating

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User Rating: 3.58 ( 3 votes)

William Hill members enjoy many benefits with the giant bookmaker including: live streaming, innovative racing products, and a wide range of betting markets.

Members that use either the app, android or mobile sites will enjoy a good browsing experience with full functionality. Placing a wager is easy and straightforward on any of the mobile platforms.

William Hill’s best horse racing bet type is Top Fluctuation. They also currently offer highly innovative products like Race Insurance and Betting Without, which are not provided by any other betting operator. However, they do not offer the lucrative ‘Best of the Best’ bet type offered by a number of bookies including the 100% Australian owned outfit, Palmerbet.

The promotions offered by William Hill are some of the best value deals presented to existing members by any of the Australian bookmakers. These are only available to eligible members.


One pleasing aspect of the William Hill’s service offering is that they quite often post the highest odds for certain markets in Australia. AFL and NRL fans will find the occasional premium price about a selection, well above that offered by other providers.

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William Hill membership features

Betting Without – The ‘Betting Without’ feature allows bettors to withdraw a horse from a market and have the odds update to reflect the market without the nominated runner.
Live Streaming – Live streaming is available to members on a range of sports and racing events.


Cash out feature

Many of the larger bookmakers in Australia now offer the cash out feature to their members. It applies to fixed markets, and is especially useful if the price of a selection shortens. A good example is the outright market for a tennis tournament. A member can back a player to win at long odds before or during the early rounds, and then cash out that bet before the winner of the tournament is decided. It’s the corporate bookmakers’ answer to a betting exchange!

William Hill cash out graphic

William Hill Betting without product

William Hill Australia’s ‘Betting Without’ product is particularly useful for horse racing events involving a short-priced favourite. If a member wants to back an outsider in the race, but is concerned the favourite is too hard to beat, they can elect to withdraw the favourite from the market. The odds will adjust to reflect a race without the short-priced runner. The feature is unique to Australia has great application for serious race fans.

William Hill betting without product explanation

Live streaming

William Hill members can enjoy live streaming of selected international sports. The bookmaker has obtained the streaming sports including: Tennis, WNBA, Caribbean Premier League and various European soccer leagues. They unfortunately aren’t able to offer live streaming of Australian horse racing, as this privilege is only available to members of Sportsbet.


William Hill live streaming graphic

The William Hill website

William Hill offers members access to thousands of local and international sports and racing markets via their attractive and highly functional website. The acquisition of several Australian operators, has provided them with a good footing in the market that, when combined with their global backing, makes for a very comprehensive betting experience.

Sports betting

William Hill features 24 sports betting categories, including football, hockey, volleyball, baseball, basketball, UFC, and tennis. Football fans are in luck, since they cover all major and minor European football leagues, with live streaming also available on some of these leagues. There are even interesting betting categories such as politics, special sporting events, lotteries, and television. William Hill offers a broad selection, in keeping with industry standards.

Racing betting

Betting on horses with William Hill is becoming more and more appealing thanks to some innovative products like, Race Insurance and Betting Without. These innovations complement the full range of exotic and win bet types available on their racing portal. Perhaps the only chink in their armour is that they do not offer the Best of the Best bet type, available with numerous agencies.

Contacting William Hill

There are a variety of ways that both current and prospective members can gain access to real-time customer support. A plethora of company and product information is available on their frequently asked questions page, but for users who still require assistance, they allow for 24/7 live chatting, toll-free calling and email support.

  • 24/7 live chatting
  • toll-free calling
  • By phone (toll free): 1800 007 238
  • email support

Review Summary

William Hill has added strength to the brands that it acquired when entering the Australian market by providing customers with more markets and better value promotions. There are several reasons why non-members should consider registering an account, none the least of which are the new account offer. Beyond that though, existing members can enjoy an array of value adding betting products, free services and event-based promotions.