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These answers are correct to the best of our knowledge at the time of writing. Check direct with William Hill for the latest T&Cs. William Hill’s customer support will be able to offer the most up-to-date information.

Winning Example

• Sign up for a new account at William Hill on your mobile or tablet using the promo code, and deposit £10.
• Place a winning £10 on a Premier League game at odds of 4/1, to generate a profit of £40.
• Account balance is now £50 (£10+£40).
• Because your initial £10 has been wagered and the bet has been settled, 4 x £10 free bets will now be applied to your account.
• Your balance of £40 can now be withdrawn and your 4 x £10 bets used over the next 30 days.
• Any winnings from free bets will exclude the initial stake. For example, a £10 winning bet at 2/1 will leave a balance of £20, rather than £30.

Losing Example

• Deposit £10 in a new William Hill account on your mobile or tablet.
• You place a £10 bet on a Horse Race at odds of 3/1. Unfortunately the bet loses, leaving your account balance at zero.
• Despite your losing bet, 4 x £10 free bets will still be applied to your account, giving you four chances to return your account to profit using your free bets over the next 30 days.

2007 William Hill Homepage

William Hill, named after its founder born in Birmingham in 1903, began as a small operation when Hill started collecting illegal bets from factory workers. In 1929, he relocated to London, began taking bets at the Greyhound track, and by 1934, he had opened an illegal gambling den on Jermyn Street. Hill developed the first fixed-odds football coupon in 1944. He passed away in 1977, one year after retiring.

The first legal William Hill betting shop debuted in 1966, though ownership changed multiple times until Brent Walker acquired it in 1989. Previous owners, Grand Metropolitan, had overstated its value, leading to Brent Walker's collapse in 1997 with debts over £1.3 billion. Following a Serious Fraud Office investigation, which resulted in jail time for two Brent Walker directors, the company was bought by Japanese investment bank Nomura.

In 2005, William Hill expanded further by purchasing 624 betting shops from Stanley Leisure, surpassing Ladbrokes to become the UK’s leading bookmaker. November 2008 marked their entrée into the online space through partnerships with Orbis and Playtech.

The company broke new ground in 2012 by entering the US market, acquiring three betting chains in Nevada, the only state with fully-legal gambling, cementing their status as a market leader. In 2021, a takeover by Caesars Entertainment was agreed upon, with Caesars retaining the US operations while 888 Holdings acquired the European division in 2022 for $1.95 billion.

In 2023, three William Hill Group companies were fined a record £19.2 million by the UK Gambling Commission due to widespread failures in social responsibility and anti-money laundering measures, with license suspension considered.

William Hill maintains offices in the UK, Gibraltar, and Ireland, offering betting services via phone, mobile, internet, or in one of their 1,414 betting shops across the UK.