# How to Spot a Deal: Finding Value in Sports Betting

Bookies and betting experts often talk about value when it comes to betting on sports, but what exactly do they mean? The ability to spot value is one of the key skills that you need to be successful at betting, but it's not always easy. After all, bookmakers don't want to offer you incredible value – they wouldn't stay in business for long if they did.

With the highly sophisticated mathematical and technological tools that they have at their disposal these days, they invariably have the upper hand. But there is value out there to be found, if you know what you're doing. Here, we offer some tips on finding those value bets.

## How to Calculate Value

If you believe that the probability of an event happening is greater than the probability suggested by the bookmaker’s odds, then you find yourself in a value situation.

This is subjective, of course – your assessment of how likely an outcome is will differ from others, which is why it's important to gain as much knowledge and information about the event as possible so you can make a good judgement on whether a bet offers good value.

Value is often to be found in the underdogs, as they can sometimes be underrated by the bookies. Odds are not based purely on calculations of probability but also on how people are betting.

If customers are putting a lot of money on one team in a match because they consider them overwhelming favourites, then the bookmaker will shorten the odds on that favourite in order to protect themselves.

As a result, the odds on the underdog may lengthen. For example, if one of the top teams in the Premier League plays at home, they will always be a strong favourite to win the match. However, last season’s unpredictable campaign proved that the big teams often struggled to win even these games.

Both Manchester City and Arsenal failed to win seven of their 19 home league matches. So if you have a good hunch about the underdog, there is often good value in backing them.

## Swot Up

The more research you do into a particular event, the better placed you are to find value bets. The bookmakers have huge amounts of data at their disposal, along with people and technology to analyse the data.

But with so much information readily available online, there is no reason why, with a bit of time and effort, you can't carry out your own analysis.

You don't have to spend hours going through statistics and records, but by studying aspects such as form, injuries and head-to-head records you can make a sound judgement on the probability of a team or player winning.

Use any specialist or inside information that you have, too. For example, if the football team you support are strong favourites for a match, but you know there have been some off-the-field incidents that have affected team spirit that the bookies might not know about, there could be good value in backing the opposition. The bookies don't know everything, so try to look for signs that they might have missed.

Check Out: Legal Ontario Sports Betting sites and major sports to bet on.

## Higher Value Lower Down

The bookies tend to focus their resources and attention on the major leagues and competitions, because that's where most money is placed. They are not so thorough when it comes to more obscure events, though, so you are more likely to find good value in the German second division than you are in the Premier League.

Although they also offer a smaller range of markets on these events, a bit of research can give you the upper hand. Again, you can use specialist knowledge if you support a team in a lower league or if you're particularly interested in a less mainstream sport.

Speaking a foreign language can be an advantage if you're betting on a foreign league or team, allowing you to access information that the bookies might not be able to. Finding value is not easy. You are up against big companies with masses of data, sophisticated technology and industry experts on their side.

But they are not always right and events are not always as predictable as they look on paper. There are value bets out there, particularly in more obscure events, you just need to be prepared to go out and find them.

For some great value bets across a huge range of markets, visit bet365 Sport today!

## Recommended Betting Sites

Affiliate Disclosure: At Gambling.com, we want to ensure that players are matched with the right casino and sportsbook offers for them. For this reason, some of the recommended site links are affiliate links.
1. 1
Established 2012
Live Streaming of UK Horse Racing
Acca Club: £5 Free Bet Every Week
Bonus Code
The code required to claim this sign-up bonus (if any)
Live Streaming
Is there live streaming of sporting events?
Yes
Our Rating
Gambling.com's rating of this betting site out of 100
98
Bet Builder
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Yes
Cash Out
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Yes
Acca Insurance
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Yes
Bet UK has former footballers Teddy Sheringham and Adebayo Akinfenwa, plus former jockey Peter Scudamore as brand ambassadors and UK betting experts.
2. 2
Established 1999
Primary Shirt Sponsor of Burnley FC
Football First Goalscorer Insurance
Horse Racing '2nd to a Rag' Insurance
Bonus Code
The code required to claim this sign-up bonus (if any)
Live Streaming
Is there live streaming of sporting events?
No
Our Rating
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98
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Cash Out
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Acca Insurance
Refund or free bet when one selection in an accumulator lets the bet down
No
Spreadex is the only UK betting site to offer traditional fixed-odds betting as well as sports spread betting and financial trading from the same account. It is also one of the few betting companies to offer credit facilities - meaning sports bettors can place bets without having to first deposit funds.
3. 3
Established 2020
Dual Sports Betting & Casino Platform
Huge Array of Esports Betting Options
Accumulator Boosts of up to 77%
Bonus Code
The code required to claim this sign-up bonus (if any)
Live Streaming
Is there live streaming of sporting events?
No
Our Rating
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98
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Yes
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Acca Insurance
Refund or free bet when one selection in an accumulator lets the bet down
No
HeySpin is an online betting site that offers both sports betting and online casino games. Their impressive UK betting platform is home to a huge range of markets, with in-play betting and cash-out options.
4. 4
Established 1946
Choice Between Two Welcome Offers
BV Loyalty Club - Weekly £5 Free Bet
Free to Play 'Pick 6' Predictor Game
Bonus Code
The code required to claim this sign-up bonus (if any)
Live Streaming
Is there live streaming of sporting events?
Yes
Our Rating
Gambling.com's rating of this betting site out of 100
95
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Can you create your own personalised bets?
Yes
Cash Out
Can you cash out of bets before an event has finished?
Yes
Acca Insurance
Refund or free bet when one selection in an accumulator lets the bet down
No
BetVictor is named after founder Victor Chandler (known as the 'Gentleman Bookmaker') and boasts superstar jockey Rachael Blackmore and football legend Harry Redknapp amongst its brand ambassadors. Weekly free bets and a choice of sign up offers are standout features here.
5. 5
Established 2012
Distinguishing ‘British’ Branding
10% Next Day Cashback on Losing Bets
Dual Online Betting & Casino Platform
Bonus Code
The code required to claim this sign-up bonus (if any)
Live Streaming
Is there live streaming of sporting events?
No
Our Rating
Gambling.com's rating of this betting site out of 100
97
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Yes
Cash Out
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Yes
Acca Insurance
Refund or free bet when one selection in an accumulator lets the bet down
No
All British Sports is a new addition to the All British Casino platform and uniquely offers 10% cashback on all your lost deposits via the 'Cashback' page, with no strings attached.
6. 6
Established 2022
Live Betting & Cash-Out Options
Politics & Novelty Betting Coverage
‘Boost Up’ Accumulator Boosts
Bonus Code
The code required to claim this sign-up bonus (if any)
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No
Our Rating
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98
Bet Builder
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No
Cash Out
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Yes
Acca Insurance
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No
Luckster Sport is a new sports betting site with a vaguely Irish theme. Football and horse racing betting are the big highlights here, with plenty of Esports, politics and novelty markets to choose from as well.
7. 7
Dual Bet Site & Casino Platform
Free Bet Thursdays - Earn Free Bets Every Week
Accumulator Boosts of up to 77%
Bonus Code
The code required to claim this sign-up bonus (if any)
Live Streaming
Is there live streaming of sporting events?
No
Our Rating
Gambling.com's rating of this betting site out of 100
97
Bet Builder
Can you create your own personalised bets?
Yes
Cash Out
Can you cash out of bets before an event has finished?
Yes
Acca Insurance
Refund or free bet when one selection in an accumulator lets the bet down
Yes
Bzeebet is a fresh new betting site, but already offers everything we expect from the best online bookmakers, including features such as live betting, cash out, bet builder and accumulator boosts.
8. 8
Established 2022
Long-Established Independent Bookmaker
Unique Horse Racing Free Bet Refunds
Racing Ambassadors Hayley Turner & Tom Cannon
Bonus Code
The code required to claim this sign-up bonus (if any)
Live Streaming
Is there live streaming of sporting events?
No
Our Rating
Gambling.com's rating of this betting site out of 100
95
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Can you create your own personalised bets?
Yes
Cash Out
Can you cash out of bets before an event has finished?
Yes
Acca Insurance
Refund or free bet when one selection in an accumulator lets the bet down
No
BetGoodwin is the new online betting site from the independently-owned Goodwin Racing telephone betting service. This bookmaker offers a great variety of horse racing specials as well as 30 other sports betting markets.
9. 9
Established 2001
'Online Sports Betting Operator of the Year' 2023
Live Streaming of Thousands of Events
2 Goals Ahead Early Payout Offer
Bonus Code
The code required to claim this sign-up bonus (if any)
Live Streaming
Is there live streaming of sporting events?
Yes
Our Rating
Gambling.com's rating of this betting site out of 100
96
Bet Builder
Can you create your own personalised bets?
Yes
Cash Out
Can you cash out of bets before an event has finished?
Yes
Acca Insurance
Refund or free bet when one selection in an accumulator lets the bet down
No
bet365 offers a comprehensive betting service, including live streaming of a huge range of sports, plus a unique 'Edit Bet' in-play option. This bookmaker won the award for 'Online Sports Betting Operator of the Year' at the 2023 Global Gaming Awards in London.
10. 10
Established 1929
UK's Top Horse Racing Pool Betting Bookie
Home of the Placepot & Exclusive Placepot App
Never Beaten by SP on Horse Racing with Tote+
Bonus Code
The code required to claim this sign-up bonus (if any)
Live Streaming
Is there live streaming of sporting events?
Yes
Our Rating
Gambling.com's rating of this betting site out of 100
97
Bet Builder
Can you create your own personalised bets?
No
Cash Out
Can you cash out of bets before an event has finished?
No
Acca Insurance
Refund or free bet when one selection in an accumulator lets the bet down
No
The Tote offers horse racing pool betting, popular with punters who place small stakes to win large amounts. Favourite bets include the Placepot (picking a horse to be placed in the first six races) and Jackpot/Scoop6 (picking the winner of six nominated races on a single day).
11. 11
Established 2015
Random Supercharged Payouts
Weekly ‘kwiff Club’ Cashback & Free Bets
‘Acca Shield’ Refund (if One Leg Fails)
Bonus Code
The code required to claim this sign-up bonus (if any)
Live Streaming
Is there live streaming of sporting events?
Yes
Our Rating
Gambling.com's rating of this betting site out of 100
95
Bet Builder
Can you create your own personalised bets?
No
Cash Out
Can you cash out of bets before an event has finished?
Yes
Acca Insurance
Refund or free bet when one selection in an accumulator lets the bet down
Yes
When you place a bet with this bookmaker, your bet may be “kwiffed” - meaning the Kwiff betting site gives you random enhanced odds as a surprise after you've placed your bet.
12. 12
Established 1997
Free 'Up For 8' Football Prediction Game
Live Streaming of all UK & Irish Racing
'Acca Club' With Loyalty Free Bets
Bonus Code
The code required to claim this sign-up bonus (if any)
Live Streaming
Is there live streaming of sporting events?
Yes
Our Rating
Gambling.com's rating of this betting site out of 100
88
Bet Builder
Can you create your own personalised bets?
Yes
Cash Out
Can you cash out of bets before an event has finished?
Yes
Acca Insurance
Refund or free bet when one selection in an accumulator lets the bet down
Yes
888sport offers a wide range of sports betting markets, combined with regular enhanced specials and an exclusive 'Acca Club' (bet £20 on Multiples or Bet Builder to get a £5 free bet - every week).
13. 13
Established 2022
Customisable Betting Homepage
'Zet Boost' Accumulator Boosts
Odds Boost Section With Daily Enhancements
Bonus Code
The code required to claim this sign-up bonus (if any)
Live Streaming
Is there live streaming of sporting events?
No
Our Rating
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82
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No
Cash Out
Can you cash out of bets before an event has finished?
Yes
Acca Insurance
Refund or free bet when one selection in an accumulator lets the bet down
No
ZetBet is a new UK betting site with a user-friendly layout that enables you to find your bet quickly and easily. Daily price boosts and acca enhancements help bettors to find extra value with this bookmaker.
14. 14
Established 2016
Official Betting Partner of Inter Milan & Man City
Profit Boosts For Bets on Sponsored Teams
'Leo King' Sports Prediction Game
Bonus Code
The code required to claim this sign-up bonus (if any)
Live Streaming
Is there live streaming of sporting events?
Yes
Our Rating
Gambling.com's rating of this betting site out of 100
93
Bet Builder
Can you create your own personalised bets?
Yes
Cash Out
Can you cash out of bets before an event has finished?
Yes
Acca Insurance
Refund or free bet when one selection in an accumulator lets the bet down
No
LeoVegas Sport is the online betting offering from a well-known casino brand that has upped its sports betting game recently through its sponsorships of Inter Milan and Manchester City - and its unique profit boost specials for both teams.
15. 15
Established 2017
£20 Free Bets Available Every Monday
10% Cashback on Sports Betting Losses
'Wager Wars' Leaderboard & Cash Prizes
Bonus Code
The code required to claim this sign-up bonus (if any)
Live Streaming
Is there live streaming of sporting events?
No
Our Rating
Gambling.com's rating of this betting site out of 100
94
Bet Builder
Can you create your own personalised bets?
No
Cash Out
Can you cash out of bets before an event has finished?
Yes
Acca Insurance
Refund or free bet when one selection in an accumulator lets the bet down
No
Monster Casino Sportsbook is the new sports betting site from this well-known casino brand. Monster has a healthy welcome offer, £20 free bets every Monday and 10% cashback on losses.
16. 16
Established 2002
Free Tickets & Perks With 'Coral Racing Club'
Football & Racing 'Super Series' Predictor Games
'Beaten by a Length' Free Bets
Bonus Code
The code required to claim this sign-up bonus (if any)
Live Streaming
Is there live streaming of sporting events?
Yes
Our Rating
Gambling.com's rating of this betting site out of 100
85
Bet Builder
Can you create your own personalised bets?
Yes
Cash Out
Can you cash out of bets before an event has finished?
Yes
Acca Insurance
Refund or free bet when one selection in an accumulator lets the bet down
Yes
Coral has been a fixture of the UK betting scene for nearly 100 years. This respected bookie is home to prediction games for racing and football with big cash prizes - and the 'Coral Racing Club' gives punters the chance to win tickets and meet trainers.
17. 17
Established 2007
Sponsors of the BoyleSports Irish Grand National
£5 Free Acca for Every 5 Accas Placed
Free Bet if Second to the SP Favourite
Bonus Code
The code required to claim this sign-up bonus (if any)
Live Streaming
Is there live streaming of sporting events?
Yes
Our Rating
Gambling.com's rating of this betting site out of 100
91
Bet Builder
Can you create your own personalised bets?
Yes
Cash Out
Can you cash out of bets before an event has finished?
Yes
Acca Insurance
Refund or free bet when one selection in an accumulator lets the bet down
Yes
BoyleSports is an independent Irish bookmaker which sponsors Coventry City FC and Birmingham City FC and is an official betting partner to Newcastle United FC and Wolverhampton Wanderers FC.
18. 18
Established 2003
Regular Free Bets & Enhanced Odds Specials
Great Range of Virtual Betting Options
Accumulator Boosts of up to 50%
Bonus Code
The code required to claim this sign-up bonus (if any)
Live Streaming
Is there live streaming of sporting events?
No
Our Rating
Gambling.com's rating of this betting site out of 100
94
Bet Builder
Can you create your own personalised bets?
Yes
Cash Out
Can you cash out of bets before an event has finished?
Yes
Acca Insurance
Refund or free bet when one selection in an accumulator lets the bet down
No
10bet is one of the most user-friendly betting sites UK bettors can find, with an award-winning design, unique daily promotions and a thriving virtual betting section.
19. 19
Established 2007
Unique Double Odds Welcome Offer
'Grosvenor Goals' Free Prediction Game (£10k prize)
3 x Odds Boost Tokens Every Week
Bonus Code
The code required to claim this sign-up bonus (if any)
Live Streaming
Is there live streaming of sporting events?
Yes
Our Rating
Gambling.com's rating of this betting site out of 100
90
Bet Builder
Can you create your own personalised bets?
Yes
Cash Out
Can you cash out of bets before an event has finished?
Yes
Acca Insurance
Refund or free bet when one selection in an accumulator lets the bet down
No
Grosvenor Sport is the bet site of Grosvenor Casinos - the UK's largest casino operator with over 50 land-based casinos. The sports betting site has a free goals prediction game with a £10k prize, weekly free bets and best odds guaranteed on racing.
20. 20
Established 2020
'Rising Star Operator of the Year' 2021
'Fast Market' In-Play Betting Feature
‘Boostiton’ Accumulator Boosts
Bonus Code
The code required to claim this sign-up bonus (if any)
Live Streaming
Is there live streaming of sporting events?
No
Our Rating
Gambling.com's rating of this betting site out of 100
84
Bet Builder
Can you create your own personalised bets?
No
Cash Out
Can you cash out of bets before an event has finished?
Yes
Acca Insurance
Refund or free bet when one selection in an accumulator lets the bet down
No
Betiton has ex-Liverpool striker and Champions League winner Djibril Cissé as a brand ambassador and resident football expert. This bookie has become known for unique live betting markets, boosts and personalised offers.
21. 21
Established 2008
'Sports Betting Operator of the Year' 2020 & 2022
Official Betting Partner of Tottenham Hotspur FC
Free to Play 'Free or 4' Predictor Game
Bonus Code
The code required to claim this sign-up bonus (if any)
Live Streaming
Is there live streaming of sporting events?
Yes
Our Rating
Gambling.com's rating of this betting site out of 100
85
Bet Builder
Can you create your own personalised bets?
Yes
Cash Out
Can you cash out of bets before an event has finished?
Yes
Acca Insurance
Refund or free bet when one selection in an accumulator lets the bet down
Yes
Named after its founder way back in 1934, William Hill is now one of the world's biggest bookmaker brands and operates over 1400 betting shops throughout the UK.
22. 22
Established 2000
'Fanzone' - Betting Offers For Your Favourite Team
#GetAPrice - Create Your Own Bet
Free Football Score Prediction Game
Bonus Code
The code required to claim this sign-up bonus (if any)
Live Streaming
Is there live streaming of sporting events?
Yes
Our Rating
Gambling.com's rating of this betting site out of 100
88
Bet Builder
Can you create your own personalised bets?
Yes
Cash Out
Can you cash out of bets before an event has finished?
Yes
Acca Insurance
Refund or free bet when one selection in an accumulator lets the bet down
Yes
Ladbrokes is one of the world’s leading betting companies with a heritage dating back to 1886 and betting shops across the UK and Ireland. This online bookmaker was named 'Football Sportsbook of the Year' in 2021.
23. 23
Established 2022
Dual Online Betting & Casino Platform
Regular Odds Boosts & Cash-Out Offers
Variety of Esports Betting Markets
Bonus Code
The code required to claim this sign-up bonus (if any)
Live Streaming
Is there live streaming of sporting events?
Yes
Our Rating
Gambling.com's rating of this betting site out of 100
89
Bet Builder
Can you create your own personalised bets?
Yes
Cash Out
Can you cash out of bets before an event has finished?
Yes
Acca Insurance
Refund or free bet when one selection in an accumulator lets the bet down
No
Vegasland Sport is the betting site which supplements this Vegas-themed casino, with betting markets on thousands of global sporting events.
24. 24
Established 2001
Create Your Own Bet Builder with 'BetMaker'
Enhanced Odds Every Week with 'BetPlus'
Live Streaming of International Horse Racing
Bonus Code
The code required to claim this sign-up bonus (if any)
Live Streaming
Is there live streaming of sporting events?
No
Our Rating
Gambling.com's rating of this betting site out of 100
88
Bet Builder
Can you create your own personalised bets?
Yes
Cash Out
Can you cash out of bets before an event has finished?
Yes
Acca Insurance
Refund or free bet when one selection in an accumulator lets the bet down
Yes
A well-known betting site in Europe that's growing fast in the UK, NetBet offers unique features such as 'SnapBet' - where mobile users can bet on a goal being scored in the next 30 secs, 1 min, 5 mins or 10 mins of live football matches.
25. 25
Established 1997
Global Betting Company With 12 Million Customers
Racing 'Uniboost' - 3x Daily Odds Boosts
Bonus Code
The code required to claim this sign-up bonus (if any)
Live Streaming
Is there live streaming of sporting events?
Yes
Our Rating
Gambling.com's rating of this betting site out of 100
90
Bet Builder
Can you create your own personalised bets?
Yes
Cash Out
Can you cash out of bets before an event has finished?
Yes
Acca Insurance
Refund or free bet when one selection in an accumulator lets the bet down
Yes
Unibet have made a big splash in the UK with sponsorship of various teams and sporting events, including the Unibet Champion Hurdle at the Cheltenham Festival. Top National Hunt trainer Nicky Henderson and jockey Nico de Boinville are Unibet ambassadors and racing experts.
26. 26
Established 2023
Dual Bookmaker & Casino Platform
Range of MMA & Boxing Bett