Gambling.com Rating: 7.9/10
Our Verdict: William Hill is a good all-round sportsbook for Canadians - although popular sports like hockey should come with more promotions.
William Hill has been accessible in Canada since the early 2000s.
But this sportsbook is a household name in the UK, where the company has taken bets since the 1930s.
Curious to see how this site compares with today's best betting sites, I signed up and put the online sportsbook to the test.
After spending time on William Hill’s desktop and mobile platforms, I didn't find too many flaws, although the interface can be a little chaotic and cluttered.
The odds are consistently competitive and there are a number promotions to claim, although they're mainly centred around soccer and horse racing, which won't appeal to every Canadian bettor.
Overall, though, you can see the commitment to high standards and this is a sportsbook that gets most things right.
- Trusted brand with rich heritage
- Outstanding soccer odds
- High-value welcome offer
- #YourOdds feature creates unique bets
- Price boosts on hundreds of markets weekly
- NHL Live Streams
- Interface can feel cluttered
- No phone or email support options
- Lacks promos for popular sports like hockey
Our William Hill Rating Explained
| Category | Score | Reasoning |
|---|---|---|
| Sports & Markets | 8/10 | Lots of betting options for most popular sports. |
| Promotions | 7/10 | Generous welcome offer but could add more NHL promos. |
| Payments | 8/10 | Wide range of payment methods but withdrawals can be slow. |
| Customer Support | 8/10 | Live chat with quick response times but no phone or email support. |
| Reputation | 8/10 | Strong reputation built over 90+ years. |
| User Experience | 7/10 | Easy to navigate, though site is a bit cluttered. |
| Mobile Platform | 9/10 | Loads quickly, well-designed, and easy to use. |
| Responsible Gambling | 8/10 | Comprehensive Safer Gambling Hub, though layout can confuse. |
| Live Betting | 8/10 | Lots of live betting options but could use more live streams. |
| Value of Odds | 8/10 | Competitive odds across the board. |
Gambling.com Rating: 7.9 (Recommended)
Find out more about how we rate betting sites
The William Hill welcome offer provides new customers with a good incentive to sign up.
When I registered, I took advantage of this $500 insurance offer.
After my first deposit, I placed a $100 bet knowing that if it lost, I’d get $100 back as bet credits.
The bet unfortunately did lose, but I got my stake back in the form of free bets within 24 hours.
Two things I liked about the offer:
- I could use any payment method I liked for my first deposit.
- I had 30 days to use my bet credits, giving me plenty of options.
Just keep in mind, if you're successful with your free bets, you receive the winnings, minus the stake.
| Sportsbook | How to Qualify | Bonus Value |
|---|---|---|
 | Bet $10-500 | Up to $500 Refund if Bet Loses |
 | Bet $10-$400 | Up to $400 Refund if Bet Loses |
 | Deposit $10-350 | Deposit Matched up to $350 |
 | Deposit $10-2000 | Deposit Matched up to $2000 |
 | Deposit $10-250 | Deposit Matched up to $200 + 25% Extra |
Top 5 William Hill Offers For Existing Customers
William Hill has a decent range of existing customer offers.
However, I'd like to see more promotions for sports outside of soccer and horse racing.
Bet99 has the edge over William Hill with more promotions for sports that are popular in Canada.
That said, if you plan to do most of your betting on horses or soccer, there's a variety of offers to choose from.
I've also found plenty of odds boosts for hockey, baseball, basketball and football.
When betting at this site, I counted a total of 10 existing customer promos for soccer and horse racing.
| Promotion | Description |
|---|---|
| 1. Top Price Guarantee | Better odds than competitors for selected horse races. |
| 2. Soccer Parlay Boost | Increases the odds on soccer parlays with four legs or more. |
| 3. SGP Winnings Boost | 25% profit boost on soccer and NBA same-game parlays. |
| 4. Stat Attack | Free game - answer 5 questions correctly to win $20 in SGP free bets. |
| 5. 2 Up | Soccer bets paid out if your team goes two goals ahead. |
I was eager to see what William Hill offers for NHL betting and overall I was impressed, even if there are a few drawbacks.
During the playoffs, I counted an average of around 180 betting markets per game, so there are lots of hockey betting options.
I also claimed a few parlay boosts for the NHL, which added some nice extra value.
That said, there are a couple of downsides. Same-game parlays aren’t available for NHL matchups, which feels like a miss in today’s market.
And while there are some hockey promos, they don’t compare to the variety you get with soccer.
But back on the plus side, selected NHL games are available to stream live, which is a major positive.
William Hill Football Betting
I find William Hill is a good option for NFL betting.
Most NFL games have over 200 betting markets, covering everything from spreads and totals to player stats, drive outcomes, and game props.
It’s a well-rounded selection that stacks up well against other NFL sportsbooks in Canada - I’d say it’s comparable to what you’d find at Betway, without the added bonus of live NFL streaming that Betway provides.
The main promotion for NFL betting at William Hill is boosted odds, with more of these offers available during the playoffs.
CFL coverage is more limited than NFL, but that’s typical across most sportsbooks.
William Hill offers the main markets - moneyline, spread, and total points - for every CFL game.
However, I didn't find many player props or in-depth statistical markets for Canadian football.
“William Hill has some valuable NFL odds compared to other sites I've used - but more CFL markets would be welcome.”
William Hill Baseball Betting
There's very little difference between the odds at William Hill and the prices at other leading baseball betting sites in general.
The site also has hundreds of lines to choose from for each game.
For example, I counted 212 different betting options for an MLB game between the St Louis Cardinals and Cincinnati Reds, more than enough to satisfy most bettors.
Enhanced odds is the main promotion for baseball and the number of MLB price boosts impressed me.
Home run bets are commonly boosted, along with parlays. Over two nights of MLB action, I counted 15 boosts, 10 of which applied to home run markets.
Overall, I found this to be a good site for baseball betting, although a same-game parlay would take things to the next level.
William Hill Basketball Betting
It's nice to see a dedicated NBA promotion at William Hill, which applies to same-game basketball parlays.
If you win an NBA same-game parlay (with three or more selections at odds of 4.0 or greater), your winnings are boosted by 25%.
Like most basketball bettors, I like to place an SGP when there's a big TV game, so this is an offer that really appeals to me.
There's no live streaming of basketball, however, which I'd like to see added in the future.
In terms of NBA odds and betting options, William Hill is right up there with the best basketball betting sites.
When using the sportsbook, I found that NBA playoff games usually come with more than 180 pre-game betting lines.
William Hill Soccer Betting
William Hill provides extensive betting options for the beautiful game, blending market variety with competitive prices and unique promotions.
For every Premier League game I bet on, there were over 350 markets available, including stats-based SGPs and lots of live betting options.
The #YourOdds feature is a highlight, allowing you to request bespoke bets via x.com.
Add to that regular odds boosts and unique offers like the 'Impact Sub' promo - which lets you transfer a bet to a substitute if your selected player is taken off.
My favourite promotion, however, is 'Stat Attack', a free game where you predict soccer statistics for a chance to win free same-game parlays.
Overall, I recommend William Hill as one of the best soccer betting sites in 2025.
William Hill Golf Betting
Like other sportsbooks, William Hill ramps things up for the majors with more markets and enhanced each-way terms.
For recent majors, William Hill has paid between eight and nine each-way places, which is a decent amount compared to most golf betting sites.
Still, this site could do a better job with more golf promotions.
"William Hill has all the odds you could want for golf and the each-way terms are decent, without being spectacular."
William Hill Odds & Range of Markets
William Hill consistently beats much of the competition when it comes to pricing - especially for sports like soccer and basketball.
The prices for the biggest competitions regularly match or beat heavyweight rivals like Sports Interaction.
Average payout rates hover around 93-94%, with soccer and horse racing delivering the best bang for your buck.
In terms of market coverage and available betting options, William Hill lags behind some of the competition for niche interests like Esports betting.
But for most popular sports, few sites have this many options.
William Hill’s same-game parlay is available for soccer, football and basketball.
However, it's not an option for major sports like hockey, as I've covered, which is something that needs to be looked at from a Canadian perspective.
I expect the top sportsbooks to accommodate SGPs for a variety of sports and William Hill is lagging behind the competition here.
On the plus side, I've taken advantage of 25% profit boosts on Premier League soccer SGPs.
I've also really enjoyed the 'Stat Attack' game, which is free to play.
You're asked five stats-based questions about an upcoming soccer game - if you get all five correct, you win four free same-game parlays worth $5 each.
I've yet to land all five, but I did get a $2 free SGP for getting four correct.
Selections are settled rapidly through the use of OPTA statistics, so profits land in your account straight away when you win.
In summary, this is a high-quality feature but it needs to be rolled out to more sports.
Same-Game Parlay Comparison
| Sportsbook | Maximum Selections | Sports Available |
|---|---|---|
| Up to 8 | 3 Sports in Total |
| Unlimited | 5 Sports in Total |
| Unlimited | 5 Sports in Total |
| Up to 10 | 4 Sports in Total |
William Hill delivers a solid live betting experience.
The number of live betting markets has consistently impressed me, particularly for sports like soccer and tennis.
Live streaming is relatively limited, but I have been able to watch hockey, tennis and soccer at William Hill.
If an event isn't streamed on the site, the live tracker provides real-time updates, so I can keep on top of the action while betting.
Cash out values are generally fair in my experience, although that feature is only available on selected markets.
User Experience & Site Design
William Hill’s blue, gold and white branding is slick, but the website isn’t exactly a masterclass in design.
With a layout that drifts into cluttered territory, you have to pick your way through a homepage that’s packed with flashy features and a library of betting markets and prices.
It’s a bit of an assault on the senses, especially when compared to less aggressive sites like BetVictor.
On the home screen, there's an A-Z list of sports on the left, featured events and promotions in the centre, and a list of popular bets on the right, so all of the essentials are easy to locate.
The site loads quickly and the bet slip is visually appealing, allowing me to adjust stakes, tweak selections, or switch between bet types with ease.
Depositing & Withdrawing Funds
| Payment Method | Minimum Deposit | Average Withdrawal Time |
|---|---|---|
| Visa Debit | $5 | 30 mins–4 hours |
| Mastercard Debit | $5 | 1–3 working days |
| Visa Credit | $5 | 30 mins–4 hours |
| Mastercard Credit | $5 | 1–3 working days |
| PaysafeCard | $10 | 3–5 working days |
| Bank Transfer | $25 | 3–5 working days |
| Interac e-Transfer | $10 | 1–3 working days |
| InstaDebit | $10 | 1–3 working days |
In contrast to my reservations about the feel of William Hill’s desktop site, I really like the design of the mobile app.
It boasts an impressive 4.7/5 average user rating on the App Store, alongside a strong 4.3/5 score on Google Play.
Navigation feels effortless, with near-instant loading times when moving between sections.
The app’s cleaner, less-cluttered interface is a notable improvement over the desktop site, offering a streamlined experience where key features are easily accessible.
This is one of the best betting apps in Canada and should be a go-to destination for anyone betting on the move.
Customer Support
There are several customer support channels at William Hill.
Before reaching out, it's worth exploring the help section, where FAQs tackle a wide range of common issues.
If you can’t get sorted there, the Live Chat feature is your best bet. It’s available 24/7 and is impressively responsive.
Alternatively, you can reach out to the @WillHillHelp account on X.com, including with any #YourOdds bet requests.
While phone and email options used to exist, they seem to have been discontinued for online customers recently, which is a slight negative.
| Channel | Availability | My Experience |
|---|---|---|
| Live Chat | 24/7 | Quickest responses - friendly and professional agents. |
| X.com (@WillHillHelp) | 08:00 to 23:00 Daily | Relatively quick, but not the best for urgent matters. |
| Help section | Always Available | Range of FAQs for common queries. |
Responsible Gambling at William Hill
William Hill offers a comprehensive range of safer gambling features to help users maintain control over their betting.
Currently, however, the information and tools are spread between the Safer Gambling Hub and other sections lower down the page, which can make navigation confusing.
Better organisation of these resources would enhance the user experience.
Nevertheless, all essential tools for promoting responsible gambling are readily accessible, including:
- Deposit limits
- Time-out periods
- Reality checks
- Self-exclusion
The Bottom Line: Final Thoughts on William Hill
You'll struggle to find a better site to bet than William Hill for betting on soccer - while most other sports come with a good range of betting options.
I've compared the odds here with prices from a range of competitors and have found that William Hill is rarely beaten.
But there is still room for improvement. The same-game parlay needs to be more flexible and the desktop site could do with a redesign.
While there are plenty of promotions for soccer and horse racing, I'd like to see offers applying to a greater range of sports.
All in all, however, William Hill does most of the important things well, so I recommend the site and app for online betting in Canada.
FAQ
Is William Hill legit?
Yes. William Hill is a trusted sportsbook with a secure website for betting. The parent company, 888 Holdings, is licensed and regulated by respected gambling regulators like the UK Gambling Commission and Malta Gaming Authority.
How long does William Hill withdrawal take?
This depends on the method of banking you use. Withdrawals to debit cards can be processed in as little as 30 minutes, while e-wallet withdrawals are usually completed within 24 hours.
How do I contact William Hill customer service?
The best way to get in contact with William Hill is through their 24/7 live chat service. You can also try reaching out to them through X (@WillHillHelp). Email and telephone options are not available at present.
Does William Hill have free bets?
Yes, William Hill offers free bets to new and existing customers. New users can avail of a welcome offer when they sign up and place a first bet. Existing customers receive free bets in the form of special promotions, loyalty rewards, and money-back offers.
Who owns William Hill?
William Hill is owned by 888 Holdings, a Gibraltar-based online betting and gaming company. In 2022, 888 Holdings acquired William Hill’s non-U.S. assets from Caesars Entertainment, which had previously bought the company in 2021. Caesars retains ownership of William Hill’s U.S. operations
