Best odds guaranteed bookmakers compared
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1.
8.4/10Rated on 5 of 7 criteria
Its prices are not in the odds feed we record, so price is not part of this score.
Bet £10 Get £30 In Free Bets
New UK customers only, 18+. Place a £10 qualifying bet at odds of 1/5 or bigger within 30 days to get £30 in Bet Credits. Bet Credits expire after 7 days and the stake is not returned. Some deposit methods do not qualify. Full T&Cs apply. Offer checked 20 October 2026. Please gamble responsibly. GambleAware.org 18+
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2.
8.4/107.10% median football margin
From our first 13 days of odds; price enters the score after 21 days.
Bet £5, Get £30 in Free Bets
New customers only, 18+. Place a £5 bet at evens or bigger to get 3 x £10 free bets. E-wallet deposits do not qualify. Free bet stakes are not returned and the free bets expire after 30 days. Full T&Cs apply. Offer checked 22 October 2026. Please gamble responsibly. GambleAware.org 18+
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3.
8.4/1010.81% median football margin
From our first 13 days of odds; price enters the score after 21 days.
Bet £10 Get £30 in Free Bets
New UK customers only, 18+, excluding Northern Ireland. Deposit and bet £10 at evens or bigger within 30 days to get £30 in free bets, valid 7 days. PayPal, Skrill, Neteller and Paysafe deposits do not qualify. Full T&Cs apply. Offer checked 20 October 2026. Please gamble responsibly. GambleAware.org 18+
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4.
8.4/106.33% median football margin
From our first 13 days of odds; price enters the score after 21 days.
Bet £20, Get £40 in Free Bets
New GB customers only, 18+. Opt in, deposit £20+ by debit card or instant bank transfer and place a £20+ sports bet at odds of evens (2.0) or bigger, settled within 7 days of registering. Get 3 x £10 Bet Builder and 1 x £10 acca free bets (4+ selections each), valid 7 days, not for racing. Stake not returned. Cashed-out and boosted bets do not count. Full T&Cs apply. Offer checked 21 October 2026. Please gamble responsibly. GambleAware.org 18+
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5.
8.4/107.99% median football margin
From our first 13 days of odds; price enters the score after 21 days.
Bet £10, Get £30 in Free Bets
New customers only, 18+. Deposit £10+ and place a £10+ cash bet on any sport (excl. virtuals) at odds of 1/2 or bigger, settled within 14 days of registering. Accept 2 x £10 sportsbook free bets and 2 x £5 Bet Builder free bets within 7 days; valid 7 days once accepted. Stake not returned. Prepaid, virtual and unidentified debit cards do not qualify. Full T&Cs apply. Offer checked 21 October 2026. Please gamble responsibly. GambleAware.org 18+
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6.
8.3/105.92% median football margin
From our first 13 days of odds; price enters the score after 21 days.
Get £30 In Free Bets When You Bet £5
New customers only, 18+. Bet £5 or more at odds of 1/2 or bigger within 14 days of registering to get 6 x £5 free bets, including one football and one horse racing bet builder. Valid 7 days, stake not returned. PayPal, Apple Pay, Skrill, Neteller, Paysafe and prepaid cards do not qualify. Full T&Cs apply. Offer checked 20 October 2026. Please gamble responsibly. GambleAware.org 18+
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7.
8.3/109.54% median football margin
From our first 13 days of odds; price enters the score after 21 days.
Bet £10, Get £30 in Free Bets
New customers only, 18+. Deposit £10+ and place a £10+ cash bet on any sport (excl. virtuals) at odds of 1/2 or bigger, settled within 14 days of registering. Accept 2 x £10 sportsbook free bets and 2 x £5 Bet Builder free bets within 7 days; valid 7 days once accepted. Stake not returned. Prepaid, virtual and unidentified debit cards do not qualify. Full T&Cs apply. Offer checked 22 October 2026. Please gamble responsibly. GambleAware.org 18+
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8.
8.2/108.87% median football margin
From our first 13 days of odds; price enters the score after 21 days.
Bet £10, Get £30 in Free Bets
New UK customers only, 18+. Place a £10 single at odds of 1/2 or bigger from cash funds to get £30 in free bets, valid for 7 days. Stake not returned. PayPal, Skrill, Neteller and some other deposit methods do not qualify. Not available in the app. Full T&Cs apply. Offer checked 20 October 2026. Please gamble responsibly. GambleAware.org 18+
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9.
8.0/107.35% median football margin
From our first 13 days of odds; price enters the score after 21 days.
£40 in Free Bets When You Bet £5 + Ghost Leg Token
New customers only, 18+. Place a £5 bet at odds of 1/1 or bigger within 30 days of registering to get 4 x £10 free bets plus a Ghost Leg token. Free bets expire after 30 days and their stakes are not returned. Skrill and Neteller deposits do not qualify. Full T&Cs apply. Offer checked 22 October 2026. Please gamble responsibly. GambleAware.org 18+
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10.
7.9/106.59% median football margin
From our first 13 days of odds; price enters the score after 21 days.
Bet £5 Get £30 In Free Bets
New customers only, 18+. Bet £5 or more at odds of 1/2 or bigger within 14 days of registering to get 6 x £5 free bets: four for any sportsbook market, one football Bet Builder and one horse racing Bet Builder. Valid 7 days, stake not returned. PayPal, Skrill, Neteller, Paysafe and prepaid cards do not qualify. Full T&Cs apply. Offer checked 22 October 2026. Please gamble responsibly. GambleAware.org 18+
How best odds guaranteed works
The concession removes one of the oldest worries in racing betting: taking a price in the morning and watching the horse drift before the off. With BOG in place, a drift costs you nothing. If the market shortens instead, you keep the price you took, which was already better than the starting price.
Here is the standard example. You back a horse at 5/1 with a £10 stake at 10am. The horse wins, and its starting price is 7/1. Without the concession you would collect £60, your £50 profit plus the stake. Under best odds guaranteed you are paid at 7/1 instead, which means £80 back, an extra £20 for doing nothing different.
Now reverse it. You take 5/1 and the horse is backed in to 3/1 by the off. It wins, and you are paid at your 5/1, because that was the bigger price. Either way you get the better of the two numbers, and the bookmaker absorbs the difference whenever the starting price beats the odds you took.
The starting price itself is set from the on-course betting market at the moment the race begins. It is the price a punter gets when no price was taken, and it is the yardstick every BOG claim is measured against. On big festival days the SP of a well-fancied horse can differ sharply from its morning odds.
Multiples gain even more where the concession covers them, as Racing Post says William Hill’s does on the win market. Say you place a £1 double on two horses taken at 5/1, and both win at an SP of 7/1. At your prices the double returns £36. Settled at the starting prices, it returns £64.
Each way bets and the place part
Many bookmakers apply BOG to each way bets too. According to Racing Post, William Hill’s concession covers win and each way singles and multiples on the win market. The place part then pays its usual fraction of the bigger price, so the extra value runs through both halves of the bet. Our each way guide explains the place terms.
A quick sum shows it. Take £5 each way at 5/1 in a race paying a fifth of the odds for a place, and the horse finishes second with an SP of 7/1. At 5/1 the place half returns £10. At 7/1 it returns £12. Small on one bet, the difference adds up across a season of each way bets.
The conditions bookmakers attach
The headline is the same everywhere, but the small print differs. Almost every version covers UK and Irish horse racing only. Racing Post reports that William Hill’s concession is opt-in, starts at 08:00 on race day, runs until the off and caps the extra winnings at £25k a day. Football Ground Guide gives a 10am start instead.
Ladbrokes, again per Racing Post, runs BOG on UK and Irish racing win or each way bets from 08:00 on race day, capped at £50k per customer per day. Football Ground Guide adds greyhounds to the Ladbrokes cover. For the vast majority of punters the cap never comes into play; the start time is the condition that bites.
Betfred covers all UK and Irish horse racing from 8am until the off for singles and each way bets. StableBet lists the exclusions: ante-post, Tote pool bets, Lucky 15, 31 and 63 bets, boosted-price markets and free-bet stakes. BoyleSports applies the concession to UK and Irish horse and greyhound racing on bets after 8am, citing a daily maximum of £50,000.
Sky Bet pays the bigger of your taken price and the SP on UK and Irish horse racing. At bet365 the bet is settled at the SP when it beats your price, and Coral, says Football Ground Guide, covers horse and greyhound races. Paddy Power and BetVictor both offer BOG on UK and Irish racing.
Which bookmakers offer BOG
Every bookmaker in the table above offers best odds guaranteed: bet365, Sky Bet, Paddy Power, William Hill, Ladbrokes, Coral, Betfred, BetVictor and BoyleSports. Midnite does not offer it, which keeps the brand out of this list despite its racing streams. The order in the table follows our overall rating, with racing and extras counting for 15% of the score.
Betting exchanges sit outside the comparison for a simple reason. On an exchange the price comes from other customers, so there is no starting price concession to give. You can still compare your matched price with the SP afterwards. If you regularly beat it, an exchange may suit your racing betting as well as a bookmaker does.
Best odds guaranteed at the big festivals
Cheltenham, Royal Ascot and the Grand National are UK races, so best odds guaranteed at the firms above covers them, within the same time windows. Festival days are where it earns the most. Big fields and heavy betting create the widest gaps between morning prices and the SP, in both directions, and bookmakers advertise their racing terms hardest that week.
Festival weeks also bring their own promotions, from extra places on every handicap to boosted prices on the feature races. Those offers have separate terms and do not always sit alongside BOG; boosted-price markets, for instance, are excluded at Betfred according to StableBet. Read the promotion page for the specific race before you bet, because the conditions change by meeting.
BOG against extra places
Extra places and BOG are often advertised side by side, but they help different bets. Best odds guaranteed works on every winning bet you place in the window, win or each way, whatever the race. Extra places only pay out when an each way selection finishes just outside the standard places, which in practice means a few races a day.
For a punter who mostly backs favourites to win, BOG is worth far more, because extra places never touch a win single. For a punter who likes big handicaps at double-figure prices, extra places can matter just as much, since a fifth-place finish at 20/1 can return more than the stake. Most offer both.
Our horse racing betting sites page compares extra places, streaming and the other racing features. The two concessions combine well: an each way bet on an extra place race, taken early under BOG, gets the bigger price on both halves and an extra paying position. That is about as generous as fixed-odds racing gets.
A practical BOG approach for horse racing
Start by betting inside the window. With most firms opening the concession from 8am, a bet placed the night before gets no protection, so wait until the morning unless the early price is clearly too good to leave. On a big meeting like Cheltenham, prices move fast once the overnight markets open, which makes the timing decision real.
Compare morning prices across two or three bookmakers before you bet. The concession only pays the bigger of two numbers, so the higher the price you take, the better your floor. A bookmaker offering 6/1 when a rival offers 5/1 gives you a better result whether the horse drifts, shortens or stays the same.
Keep a simple record of your taken price and the SP for every horse racing bet. Over a few months that log tells you whether you tend to beat the starting price. Punters who do are taking value early; punters who do not may be betting too soon. It is the most honest feedback you will get.
Remember the deductions. A Rule 4 deduction still applies if a horse is withdrawn after you placed your bet, whether or not you are paid at the SP. And the concession does nothing for a loser: a beaten horse at 7/1 costs exactly what a beaten horse at 5/1 does. Stake as if the concession did not exist.
Why bookmakers offer it, and when it is limited
The concession is a marketing tool, and a costly one, which explains why firms attach caps and time windows. It brings racing customers in and helps keep them, and without it a bookmaker struggles to compete for regular racing punters. The cost falls on the bets where the SP drifts beyond the taken price.
One side note. British bookmakers can restrict accounts, and the Gambling Commission says it is not within its remit to dictate how they manage liabilities. In 2024, 4.31% of active accounts carried some restriction, and nearly half of those customers were in lifetime profit, against a quarter of all active customers. Our account restrictions guide explains stake factoring.
Keeping racing bets affordable
A morning of racing can mean a bet every few minutes, and BOG makes early betting feel cheaper than it is. Set a deposit limit before you start: since 30 September 2026 every operator in Great Britain must offer gross limits over a day, a week and a month. A time-out or GamStop self-exclusion gives a firmer stop.
Frequently asked questions
What does best odds guaranteed mean?
It means you are paid at the starting price if it is bigger than the odds you took. If the SP is shorter, you keep your original price.
Which bookmakers offer best odds guaranteed?
Every bookmaker in the table on this page offers it on UK and Irish racing, including William Hill, Ladbrokes, Coral, Betfred, Sky Bet, Paddy Power, BetVictor, BoyleSports and bet365. Midnite does not.
What time does BOG start?
Racing Post lists 08:00 on race day for William Hill and Ladbrokes. Football Ground Guide gives 10am for William Hill, so check the time shown in your own account.
Does best odds guaranteed apply to each way bets?
At many bookmakers it does. Racing Post reports that William Hill's concession covers win and each way singles and multiples on the win market.
Is there a limit on BOG winnings?
Yes, at several firms. Racing Post reports a £25k daily cap on extra winnings at William Hill and £50k per customer per day at Ladbrokes.
Do I need to opt in to best odds guaranteed?
At some bookmakers you do. William Hill's version is opt-in according to Racing Post, so an unticked box means your bet is settled at the price you took.
Does BOG cover ante-post bets?
Usually not, because most concessions start on the morning of the race. Betfred's terms, as reported by StableBet, exclude ante-post bets, Tote pool bets, Lucky 15s and boosted prices.
Is BOG better than extra places?
They do different jobs. BOG protects the price of your bet whatever the result, while extra places only help an each way bet on a horse that finishes just outside the standard places.
Do betting exchanges offer best odds guaranteed?
No. On an exchange the price is set by other customers, so there is no starting price concession. You can compare your matched price with the SP yourself.