Who Offers The Best Odds For Sports Betting?

When it comes to identifying which sports betting firms offer the best odds in the UK it is extremely hard to pinpoint but several bookmakers consistently deliver strong value in specific areas. Below we have broken down what to look for when comparing odds, followed by a look at some operators that stand out for us.

What to assess

Firstly it is important to understand how to judge which bookmaker offers competitive odds. Two key metrics:

• Margin also known as over-round: This is effectively the bookmaker’s built-in profit margin. The lower the margin (percentage), the better for the punter. 
• Promotions & boosted odds: Many operators run special odds promotions, price boosts or “Best Odds Guaranteed” that can improve value beyond the standard market price. 

Additionally, using odds‐comparison tools such as oddschecker or oddsmonkey is wise because even on the same sporting event the odds can differ by 5–15 % and sometimes even more between bookmakers. 

Which bookmakers offer strong value for you when Sports Betting?

Below we will look at a few operators that repeatedly appear as competitive for odds in the UK market, along with their respective strengths.

Bet365

This is probably the most frequently spoken about bookmaker when value is the criteria. According to numerous comparative reviews, bet365 offers among the lowest margins especially across top flight Football Leagues and Horse Racing. In one survey, 48.9% of bettors said bet365 as the operator with the best odds. They were best in Football in general but highlighted the top tier matches and then accumulators thanks to a promotion called Soccer Acca Boost. They also have a large in play platform on Sports also adding to the fact live streaming is available.

Paddy Power

While not always best in terms of top odds the company stands out for its price boosts and novelty specialised markets. For punters who like special props, events and added value Paddy Power more times than not delivers.  Specials and creative markets such as bet builders on events like Football, American Football and Basketball are advised here.

Unibet

Unibet appears as a strong contender in more niche markets in sporting areas such as tennis, esports. They are good for mainstream sports excluding Football, outright also known as Antepost betting markets where competition is slightly less fierce.

William Hill

This operator brings strong brand trust and consistent value for the punter. It may not always offer the very lowest margin in an overall book, but for many mainstream markets especially Horse Racing it remains extremely competitive especially when combined with Best Odds Guaranteed.

BetVictor and  Betfair Exchange/Low-Marginal Options

For those focused purely on value and willing to trade more than traditional casual bets, operators like BetVictor and betting exchanges such as Betfair tend to offer flatter margins. This means betting to margins as low as 96% which means a 4% loss. Betfair Exchange does take a commission charge which is not taken into account when looking at the market.

Summary

If you simply want one go-to bookmaker for consistently good odds we would advise Bet365, they tick that box for a broad range of sports and markets. However If you focus on specials or quirky props, then Paddy Power may provide extra value, if looking at betting on less mainstream events Unibet would be our best advice. If you like to bet on Horse Racing William Hill have the most competitive odds online and then for extremely sharp value utilising exchange or low margin first BetVictor or Betfair provide the smallest margins sometimes under 100%.

We would strongly advise maintaining accounts with two or three operators and always check the odds on your specific market before placing the bet. Use an odds-comparison tool like Oddschecker to see who’s offering the best price at that moment. Always getting the best odds doesn’t guarantee profit, you need bankroll management, understanding value and last avoiding emotional bets. Please remember to always gamble responsibly