Best Betting Odds Comparison: Where to get the best online odds in the UK?

Betting odds comparison overview

If you are brand new to sports betting, or if you are experienced in this activity, it is still important to know how critical the quality of the odds can be. It goes without saying that different sports betting sites will provide different odds for a bunch of markets, which is why it is necessary to do an ‘odds comparison’ in the first place. If you do choose to engage in this activity, you will basically be comparing the price of a market on one site with the price of that same market on another site.

From the perspective of your potential return, it is then logical to place your bet with the site that has the higher odds. This is purely because you will stand to win more money if you back the market at a higher price. With that said, this is only true if your bet actually results in a win, which is not guaranteed by any means.

Why compare odds in the first place?

It can be time-consuming to compare odds at the various football bookmakers, but in the long run, it really can make an enormous difference into how much money you could potentially win from sports betting. Once again, this is not to give the impression that you can easily win cash through sports betting, but it is to highlight the fact that making your bet with regularly higher odds can make a huge difference over time.

To stress exactly how this would work, let's run through a quick example. Say that you wanted to bet on Roger Federer to win a tennis match, and the odds for him to win are 1.5 at one bookmaker, and 1.9 at another. If you lay down a stake of £10 at both of these bookmakers and Federer did indeed win, you would profit £5 with the first bookmaker and £9 with the second bookmaker. Obviously, this is just a £4 difference on a single bet, but if you repeated this bet 100 times, this would prove to be a difference of £400!

Obviously, this is a hypothetical example, but it should show you the importance of comparing odds at the various bookmakers.

Bookmakers with the best odds

One of the real tests about making your bets with the best odds is actually finding these bookmakers in the first place. As we have stated previously, this really can be a long and somewhat arduous task, however, if you stick to the bookmakers that we're about to show you, you will be placing your bet with some of the best odds in the market.


Bet365 is one of the best in the business, as this bookmaker regularly creates odds that are above the market average for all sports listed in the sportsbook. This includes sporting events for horse racing, tennis, basketball, football, and many others. If you do choose to join the bet365 site, you will also benefit from live streaming for many of these sports along with cash out options.

Bonus & Offers details
Bet £10 & Get £30 in Free Bets for new customers at bet365

Min deposit requirement. Free Bets are paid as Bet Credits and are available for use upon settlement of bets to value of qualifying deposit. Min odds, bet and payment method exclusions apply. Returns exclude Bet Credits stake. Time limits and T&Cs apply. The bet365 bonus code SPORTSMAX can be used during registration. However, it does not change the offer amount in any way.

Expires on: 31-12-2024
Last check: 2 days ago

Full review of the Bet365 odds

William Hill

Much like bet365, William Hill is a brand that has been in the market for an incredibly long time. It is also a site that has developed a great reputation for having quite high odds across the board, even if it doesn't cover as many sports as some of the other brands in the UK market. William Hill is also a fantastic brand if you prefer to bet on horse racing, as it has a ‘best odds guarantee’ for all markets.

Bonus & Offers details
New customer offer Bet £10 Get £40 on Mobile

18+. Play Safe. When you sign-up via Mobile using promo code N40 and place a bet of £10/€10 or more we will give you 4x £10/€10 free bets credited after settlement of first qualifying bet, free bets will expire 30 days after the qualifying bet is placed, payment method/player/country restrictions apply.

Expires on: 31-12-2024
Last check: 2 days ago

Full review of the William Hill odds


Unibet is definitely more of an interactive site than others on this list, and of course, it is a site that has terrific betting odds. This is true for sports like football, baseball, basketball, tennis, horse racing, cricket, and many others. Unibet is also a site that is loaded with exciting sports betting bonuses, and through its blog, you can find a bunch of other cool features that are occurring on the site on a daily basis.

Bonus & Offers details
Sports Betting: £40 refunded + £10 as bonus money if you lose your first bet

*New customers only. 18+. Minimum deposit £10. Money back as bonus if first sports bet loses. Wagering requirements: all sportsbook 3x at min. odds of 1.40 (2/5), casino 50x. Unless forfeited the sports bonus must be wagered before using the casino bonus. Bonus expires 7 days after opt-in. Full T&Cs apply.

Expires on: 31-12-2024
Last check: 2 days ago

Full review of the Unibet odds


Last but not least, Ladbrokes is another brand that you should definitely check out if you want to place your wagers with some of the best odds. This is especially true for football and horse racing, as these are the two sports where Ladbrokes really seems to excel. In addition to this, Ladbrokes is a site that regularly creates betting markets with enhanced odds, and you can even choose to boost your odds for certain events that you want to wager on.

Bonus & Offers details
Get £20 when you bet £5

18+ New UK+IRE Customers only. Certain deposit methods & bet types excluded. Min first £5 bet within 14 days of account reg at min odds 1/2 = 4x £5 free bets. Free bets valid for 7 days, stake not returned. No cashout, restrictions + T&Cs apply.

Expires on: 31-12-2024
Last check: 2 days ago

Full review of the Ladbrokes odds

Using promotions to help out

Using promotions is a fantastic way to actually improve the value of the bet that you are making. In sports betting, the online bookmaker promotions will almost give you a way to gamble without technically using your own cash all of the time. This is because you will regularly be given offers such as free bets and cash back incentives, which reduces the overall risk that you take on when placing your sports bets.

Whenever you sign up as a new customer on a betting site, you will typically find that there is a large welcome offer available for you to claim. Naturally, this welcome offer can then be used on any of the sports betting markets that you can find at the top bookmaker sites. It goes without saying that not all of the bookmakers will have the same number of promotions, and not all of them will have bonuses that seem particularly enticing.

But nevertheless, you should try to take advantage of as many of these promotions as you can in order to improve the value of your bets.

Final thoughts

We would absolutely recommend that you take the time to compare the odds at the best betting sites before making your bet. If you wanted to save yourself some time, you could also sign up for an odds comparison tool which can be found online these days. While these do come with a price, they can save you hours and hours of research, but the choice is entirely up to you.

Summary of our ranking of the best betting sites for odds:

  • Bet365
  • William Hill
  • Unibet
  • Ladbrokes

Avatar of Gavin Davison
Gavin Davison

Gavin is a full-time copywriter based in the UK and has developed in-depth knowledge of the igaming world by working in the betting industry for over five years. During this time, he has written thousands of articles covering various topics, including bookmaker reviews, ‘how to’ guides, bonus comparisons and much more.