William Hill has been awarded Horse Racing Betting Operator of the Year at the 2024 EGR Operator Awards, marking the second consecutive year the company has claimed this accolade. This recognition reflects the brand’s strong commitment to product quality, customer focus, and commercial success.
2024 proved to be a milestone year for William Hill’s horse racing offerings, driven by the launch of a competitive pricing strategy that emphasized value for bettors. From June to September, William Hill consistently offered top prices, verified by Oddschecker, across major events, including Epsom’s Derby Festival and Royal Ascot, outperforming other bookmakers in competitive pricing.
In addition to competitive pricing, William Hill introduced its “Top Price Guarantee,” further enhancing value for customers. This initiative was supported by promotional free bet giveaways at high-profile events like the Cheltenham Festival and the Grand National at Aintree.
William Hill’s marketing efforts were also instrumental in its award win, achieving strong visibility across TV, print, and digital channels. PR activations included lighting Liverpool’s iconic Radio City Tower during the Grand National, amplifying its presence as the event’s Official Betting Partner. These initiatives helped William Hill distinguish itself from other nominees, ultimately prevailing over competitors, including RaceBets from Betsson Group, to secure this year’s EGR award.
A spokesperson for William Hill, Lee Phelps, said: “We’re absolutely delighted to have won this award again. William Hill has its historic roots in horse racing bookmaking, and we pride ourselves on this connection to this day with recognition like this. While the horse racing betting industry continues to evolve and change, an award like this is testament to our team’s amazing work to stay at the top of the tree.
“There’ve been so many highlights to choose from in the year. Our new competitive pricing and Top Price Guarantee initiatives have been a huge success for punters, and we’ve been thrilled to provide our loyal customers with some fantastic concessions at the Cheltenham and Aintree Grand National Festivals.
“Our Share of Voice ranking at the biggest horse racing events further shows how our brand ranks in this sphere, and we were very proud of the PR and activations we’ve achieved, particularly our lighting up of Liverpool’s Radio City Tower on the eve of the Aintree Grand National Festival as Official Betting Partners of the meeting.
“2025 will be another huge year for the business, and we’re excited about what’s in store for the horse racing team as we look to win this award for a third year on the bounce.”
