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Hugely impressive brand. Two welcome bonus offers available in Australia. Impressive number of markets offered.

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In this independent review of William Hill, we will tell you exactly what we like (and dislike) about the William Hill brand which was launched in Australia in February 2015 when it replaced Sportingbet. 

Another of William Hill's other Australia-facing brands Tom Waterhouse was also merged into the William Hill Australia operation. The Centrebet brand, which the company also owns, remains at standalone betting agency.

William Hill was founded in 1934 and operates over 2,000 licensed betting offices in the UK. 

William Hill Australia is licensed in the Northern Territory and is one of the world’s leading betting and gaming companies as they employ more than 18,500 people. 

Second largest betting business in Australia

According to William Hill Australia’s website, the bookmaker is the second largest online betting business in Australia following its acquisition of Sportingbet, Centrebet and Tom Waterhouse over the past decade.

They offer horse racing, harness racing, greyhound racing and sports betting products online, by telephone and via mobile devices so that you don’t miss a minute of the action from not only across Australia, but also worldwide.


William Hill provides a number of promotions for horse racing fans with their ‘Premium Price’ promotion offering boosted odds on selected runners.

One of their popular promotions under this category is the ‘2 for 1 Racing’ offer whereby William Hill will offer an increased price for one of the leading contenders in a feature event and as a bonus, they will give you another runner, designated by the bookmaker, thrown in for free. That way, if either runner wins the event, then you are paid out at the fixed price on offer.

Another two offers available are their ‘First Past The Post’ and ‘Protest Payout’ which is available on Australian thoroughbred and harness races. 

‘First Past The Post’ means you don’t have to wait for correct weight with William Hill paying out within 60 seconds of interim dividends being declared. This occurs even in the event of a protest so there is no need to worry when you hear the protest siren sounding because you have already received your winnings!

‘Protest Payout’ is a major reason for why you need to sign up with William Hill as opposed to the TAB because there is nothing more painful than backing the winner of a race before finding out not long after that it was demoted due to a protest.

At William Hill, they will pay you out on your horse if it is first past the post but subsequently relegated due to an upheld protest. This applies to their Best Tote Plus, Best Fluctuation, Starting Price, Fixed Odds, WH Odds, Best Odds and SPInsurance products.

Sporting fans are also afforded a number of promotions with the AFL, NRL and NBA being three leading sports that often have weekly promotions available.

An example of this is their offer on the AFL where they will refund bets (up to $50) on teams that score more than 80 points in the game but lose. This applies to head-to-head markets and the biggest downside here is that the offer is not available to residents of New South Wales, South Australia or Western Australia.

It is crucial to check the Terms and Conditions of each offer before looking to take advantage of their promotions due to exclusion clauses. For this reason, we have to take some marks away from the bookmaker.

Make sure to check the ‘Promotions’ tab located on the left hand side of the homepage for all available offers as the AFL example above may be offered during one round and then another offer will be available for the next round etc.

Note: Only members can see the promotions.

New Customer Offers

William Hill have two new customer offers to take advantage of:

1. Deposit $30, Get $100 in bonus bets with the 333% new customer bonus. 

2. Get up to $502 in bonus bets with the 100% first deposit match.

This offer is not available to residents of New South Wales, South Australia, Western Australia and Victoria.

Wagering Requirements

  • This offer is not available to residents of New South Wales, South Australia, Western Australia and Victoria.
  • You must be aged 18 years or over to bet and participate in this promotion  
  • For any new member offer, both the initial deposit and any proceeds from winning Bonus Bets must be turned over at least once (1x) at odds of $1.50 or greater, before funds can be withdrawn.

Odds and Markets

Horse racing fans can either take Fixed Odds prices on offer or a number of different Tote products.

‘Best Tote +5%’ is available on metropolitan meetings from Sydney, Melbourne, Brisbane, Adelaide and Perth each week.

For non-metro meetings, the ‘Best Tote’ product is available with William Hill paying out the highest dividend declared on the three national Totes for Win bets whilst ‘Mid Tote’ is offered for place betting.

Harness racing and greyhound racing fans are offered ‘Mid Tote’ for both Win and Place betting as you will receive the second highest dividend declared on the three Totes.

An area where William Hill lags behind Sportsbet and Bet365 is in their offering of Fixed Odds prices for most non-metro horse racing events and almost all harness racing and greyhound racing events.

The two bookmakers named above tend to offer fixed odds markets at least 12 hours in advance of races whereas William Hill tends to offer their own fixed odds markets only hours in advance for non-metro horse racing meets and quite regularly, only 10 minutes in advance of each race for harness racing and greyhound racing.

William Hill is more competitive on their sports betting markets with a standard AFL contest offered at a market of around 104% for head-to-head (Straight), handicap (Line) and over/under (Total Game Score). This means for the handicap and total score markets their average price is $1.91 for both sides.

Although William Hill don’t offer as many sports betting markets as some of the other bookmakers, their range covers all of the popular sports betting markets such as NRL, cricket, tennis, basketball and many others which will appeal to most punters.


The William Hill Australia website, which builds on the already impressive domain previously offered by Sportingbet, loads quickly, is easy to use with a simple menu at the top (including quick links to the most popular racing and sports markets) and quick odds displayed on the home screen.

Plain can be good and that is what is offered here with the homepage containing the bare essentials that both racing and sports punters require with the ‘Next 5 Races To Jump’ clearly displayed on the right hand side menu as a small icon helps the user distinguish whether the event is a horse race, harness event or greyhound contest.

In the middle of the screen is the Next To Jump race which displays the top three runners in betting for that event so that with a quick click of a button you can place your bet using the ‘Bet Slip’ at the top-right of the page.

Otherwise you can scroll through the next 10 races to jump if you are looking a little further ahead of the racing program.

All three racing codes, AFL, NRL and NBA tabs can be accessed via a tab across the top of the page whilst the ‘All Sports’ tab will activate a drop-down menu so that you can quickly find the sport you are looking for.

A quick scroll down the page shows the next 10 sporting events to be contested.


The William Hill Australia app is simple to you and speedy to load - everything you need your app to be. When you're trying to place a bet on the go, you'll have little problem with the app. It is well designed, neat and allows you access to all of the markets available on the website. 

The app is available from the App Store for iPhone and iPad users as well as in Android format for customers with other devices and tablets.

Customer Service

Customer Service is available online through the live chat option on the William Hill website, via email or telephone meaning you will quickly get a response to any query you have. 

Customer Support is available 7 days a week between 7:30AM – 11PM AEST.

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