Best Betting Sites in the UK (2023)

How We Review & Compare Online Betting Sites

We want to reassure you that all of our reviews and comparisons are independent and unbiased. We use strict criteria to make sure that we recommend only the best online sports betting sites in the UK.

The following sections explain what we look for in an online sports betting site and how we compare them to find the best ones.

Security, Safety, & Licensing

When it comes to sports betting online, we know that the security and safety of funds are really important. That’s why we only ever recommend betting sites and mobile apps that have been licensed by the UKGC. The UKGC ensures that sports betting providers run a fair system, with security measures in place to protect players’ funds.

We also compare feedback from players to make sure that the sites are actually sticking to UKGC regulations and not just paying lip service to them.

Banking & Payment Methods

If you’re placing sports bets online, you need a convenient way to deposit funds into your online account and withdraw any winnings if you get lucky. We analyse each betting site to see what payment and banking methods are available and also the average time it takes to get your cashouts. We then compare all the sites to help us rank them against each other.

All of the betting sites in our list accept a wide range of local and international payment methods ranging from debit/credit cards to e-wallets such as PayPal, Neteller and Skrill.

Promotional Free Bets & Bonuses

One of the best things about online gambling compared to high-street sports betting, is that you get lots more bonuses and promotions. We take an in-depth look at each site’s bonus system and regular promotions, with higher bonuses and frequent offers ranking higher.

All of the best betting sites offer high-value new customer sign up offers to attract new players. It is important to take full advantage of these signup offers, as you can only claim them once (on each bookie), and they almost always offer more value than any other promotion available.

Some punters even sign up to almost every legal bookie available to take advantage of these fantastic free bet offers. But, not all signup bonuses offer good value, and it is important to learn how to spot the best and avoid the worst.

Firstly, look at the wagering requirements on the bonus, to see how much you need to wager the amount to unlock the funds for withdrawal. The best bonuses come with no wagering requirements, but some, require you to wager the bonus 10x the amount, or even more on casino bonuses.

Secondly, check to see what restrictions there are on the bonus, whether you need to deposit using a certain payment method, or if the bonus can only be used on a certain sport, market, etc.

Lastly, it is important to check if you need to enter betting bonus codes, and what the minimum deposit and bet amount are to qualify for the offer. Not all bonuses have these conditions, but it is crucial to check so you do not miss out on claiming the offer.

Customer Support

Most betting sites offer live chat and email support, but not all of them are 24/7. Also, some resolution times are longer than others, so we take this into account when we are ranking the best betting sites in the UK.

We believe the best betting sites should offer 24/7 customer support with several methods of contact including a live chat, email, and free phone number.

This is certainly not the case across all betting sites, but the top five in our list all offer top-tier, 24/7 customer support with several contact methods.

Mobile Apps

The mobile app revolution means you can now place sports bets on your mobile device in a matter of seconds. We highlight whether an online sports betting provider has a mobile app or not and we also compare the useability and functionality of the apps.

We test mobile betting apps, and mobile optimised betting websites to see which bookies offer the best mobile betting experience.

Compare which betting sites offer betting apps on Android and iOS below, and the results of our tests on our best betting apps in the UK page.

Range of Sports

The best online sports betting sites tend to have the largest range of sports and sporting events available, including obscure ones like water polo or arm-wrestling. We compare the sites to make sure you get the best entertainment value when you sign up for an online sportsbook.

Tied into the above is the depth of betting markets that are available. For the biggest sporting events, it is now not uncommon for there to be hundreds of different bets to pick from.

Quickly compare the top 20 sports betting sites in our list above, with the number of sports available, the average number of betting markets, and whether the bookie offers free live streaming and a cash-out feature.

bet365 is our number one pick for sports betting, with 30+ sports, free live streams, full and partial cashouts, high betting odds, and hundreds of betting markets.

High Betting Odds

The odds are all important when it comes to online sports betting. We look for the most favourable highest odds with the lowest betting margins, i.e. you get more back when your bet wins.

If you did not know, the betting margin is essentially how much a bookie "charges" you to place a bet. Simply put, the lower the betting margin, the higher the odds.

Below are the results of our latest independent betting margin tests. We analyse and test a range of betting odds across different markets, leagues and sports, to give an overall idea of the margins that betting sites charge.

As you can see below, the margins of the sports vary quite a lot from the best (SBK) to the worst (Paddy Power).

1. SBK betting margin - 1.17%
2. Unibet betting margin - 2.48%
3. MarathonBet betting margin - 2.54%
4. 888Sport betting margin - 3.77%
5. BetUK betting margin - 3.81%
6. MansionBet betting margin - 4.00%
7. 21.co.uk betting margin - 4.14%
8. Virginbet betting margin - 4.20%
9. William Hill betting margin - 4.33%
10. GentingBet betting margin - 4.55%
11. Betfred betting margin - 4.55%
12. Betway betting margin - 5.05%
13. Quinnbet betting margin - 5.35%
14. Netbet betting margin - 5.66%
15. Boylesports betting margin - 5.71%
16. bet365 betting margin - 5.75%
17. BetVictor betting margin - 6.22%
18. Parimatch betting margin - 6.22%
19. Betfair betting margin - 7.04%
20. Paddy Power betting margin - 7.35%

Extra Features

Lastly, we look at what unique features a sports betting site has to offer. Is there live streaming of sports to watch after having a wager on the action? What about deals like free bet clubs and acca insurance for existing users? And can users cash out on their bets?

When ranking online sports betting sites we also factor in any additional features or functions, such as in-play betting, live streams, acca insurances, betting tips, community forums, etc.

New Betting Sites

The online sports betting scene is very dynamic, with new betting sites and apps popping up all the time. We like to keep a close eye on new betting providers to help you spot the best deals and exciting new opportunities for sports betting.

Of course, we make sure that all the new betting sites we list here are fully UKGC licensed.

Newest UK bookies:

• Vegas Paradise Sports - September 2022
• SpinzWin - June 2022
• Jeffbet - April 2022
• Zetbet - April 2022
• Luckland Sport - March 2022
• Luckster Sport - March 2022
• Rhinobet - February 2022
• BetGoodwin - February 2022
• MrRex - January 2022
• MrMega Sports - October 2021
• BetTarget - September 2021
• BetStorm - September 2021
• TebWin - August 2021
• AvaBet - June 2021
• BritainBet - June 2021
• BetNeptune - April 2021
• Theonlinecasino sports - February 2021
• Betdukes - December 2020
• 2kBet - August 2020
• Hollywoodbets - July 2020
• Betiton - March 2020
• Casumo Sports - January 2020
• Mr Play Sports - December 2019
• STS Sports - December 2019
• SBK - August 2019
• Virginbet - June 2019
• BetUK - July 2018

BettingGuide.com Sports Betting Site Awards (2023)

Let’s look at our special awards for different categories and the sites that won them.

Best Betting Site of 2023 - Kwiff

Kwiff is the proud winner of Best Betting Site of the Year 2023 award. As you’ll see in the review below, Kwiff is the best all-around sports betting site and scores highly in just about every category.

As a relatively new site, it’s impressive to earn this accolade so soon and we’re super-excited to see how it can improve even further over the coming years. Well done to the team at Kwiff for creating a sports betting site that delivers in every area!

Best Welcome Bonus - Betfred

Betfred is one of the longest-running sports betting sites in the UK. Betfred is still going strong and part of the reason for its continued success is the quality of the welcome bonus for new sports bettors. You can treble your first bet of £10, with a free bet reward of £30. All you need to do is sign up and place a single £10 bet at odds of evens or greater.

The best thing about the Betfred welcome bonus is that there are no lengthy wagering requirements. You get the £30 free bet credited to your account within 10 hours of settling the qualifying bet and you then get 7 days to use the free bet.

Best Selection of Sports - bet365

Bet365 is a well-established and popular UK sports betting site that has a great reputation for offering dozens of sports to bet on, with 35+ betting markets available. The sports on offer include mainstream ones such as football, tennis, rugby, motorsport, cricket, boxing, horse racing, American football, and golf.

In addition, there are also some more obscure sports such as Gaelic football, badminton, bowls, table tennis, e-sports, and virtual sports. You can also bet on novelty events such as the result of political elections and results of TV votes such as Love Island.

Best for Free Bets - Unibet

Unibet sweeps up the award for best free bets due to their fantastic existing customer free bet offers and rewards. The In-play Free Bet Club gift punters with a £10 in-play free bet every week if they place five or more £10 in-play bets between Monday and Sunday. Unibet also offers frequent loyalty bonuses such as £40 in free bets when you bet £10, so keep an eye out for these amazing bonuses.

Best Loyalty Program - Paddy Power

Paddy Power has an excellent loyalty program for existing players, as you would expect from one of the best known and well-respected sports betting sites in the UK. The slogan for their loyalty club is “More than just free bets” and that is true. Paddy Power does offer free bets on a frequent basis, but they also offer exclusive live events, monthly draws to win luxury holidays, discounts for retail stores and restaurants, random gifts that are posted to your home address (optional), and free food for members from exclusive food stands at sporting events. No other online betting site offers such a wide range of bonuses and promotions.

Best Betting Odds - Unibet

Unibet has the most competitive odds available online compared to other UK sports betting sites. They have large betting markets available, especially for the Premier League. The Unibet team are specialists in sports betting odds and take a smaller betting margin than most other sites, which means you get the best odds available online for most sporting events.

Best for Live Streaming - William Hill

William Hill has the largest range of live streaming events of any of the sports betting sites in the UK. They provide live streams of 100’s of sporting events each month including major events such as Premier League football matches, ATP Tennis, NBA Basketball, NHL Ice Hockey, etc. They also live-stream dozens of horse races every day, so you can always be assured that you can get some live-stream betting action on William Hill TV.

Alternatively, you can listen to William Hill's free Racing Radio for live commentary, tips, interviews and much more.

Best for Odds Boosts - Betfair

Although many online sports betting sites offer odds boost promotions these days, Betfair still leads the field. All players can boost the odds on three horses or greyhounds per day, with a maximum stake of £25 per bet. All you need to do is sign up and qualify for the ‘My Betfair Rewards Basic Package’ to get the three ‘My Oddsboost’ tokens sent to your account daily.

Best Betting Exchange - Betfair Exchange

A betting exchange is an alternative to a standard online sports betting site. The main difference is that a betting exchange allows you to compete against other customers, not a bookmaker. This means that as well as place bets, you can also lay bets. In other words, you can lay odds for other customers to bet on. 

Betfair is by far the biggest betting exchange available online, which means you have way more choice in terms of markets covered and more competitive odds. Many bettors prefer Betfair Exchange to the Betfair Sportsbook as you can get more value from the odds that are on offer. Betfair takes a small commission of 5% on every bet placed. 

Best New Betting Site - 21.co.uk

The final award is for the best new betting site and this year it goes to 21.co.uk. The sports betting site was only released in the UK in May 2021, so it’s very much the ‘new kid on the block’ when it comes to UK-based online sports betting sites.

But that doesn’t mean it doesn’t offer some serious value. With a good welcome offer, a decent number of sports and betting markets, live in-play betting, and ongoing promotions, 21.co.uk is right up there with the big players in terms of what is on offer.

21.co.uk scores very highly for its mobile app which is superb in terms of designs and functionality. Definitely, a sports betting site that is worth checking out if you’re looking for somewhere new to play.

Best Betting Sites By Sport

Football

The best UK betting site for football is Bet365 which hits the back of the net by offering matches from pretty much every country in the world, plus all the major competitions and tournaments. Bet365 also provides the most detailed football match statistics of any sports betting site.

Horse Racing

Paddy Power is widely regarded as the best UK betting site for horse racing. It has a wide coverage of all the major race meetings from around the world, has extensive race markets, and offers some of the most favourable horse racing odds available on the internet. 

Rugby

William Hill tops the list of rugby union betting sites as they offer betting options on 16 rugby tournaments and leagues with over 50 betting markets, more than any other UK sports betting site.

Cricket

888Sport is a winner when it comes to cricket betting. They have markets and live streaming for all the major cricket events throughout the year, including 20/20 tournaments and one-day tests. 888Sport also has the most detailed cricket statistics page available on any online sports betting site in the UK.

Tennis

Betfair serves an ace and is well known for offering excellent tennis betting opportunities with good coverage of major events, including all grand slams, favourable odds and plenty of markets.

Boxing

Paddy Power delivers a knockout punch as the best UK betting site for boxing. They cover all the big bouts, as well as more niche fights that are held throughout the year. Paddy Power offers good, competitive odds and plenty of bonuses too.

Snooker

Betfred are big sponsors of snooker tournaments and snooker players, so it makes sense that they would offer the best snooker betting service available online. You can bet on snooker matches and tournaments from around the world, with dozens of betting options to choose from.

Golf

BetVictor hits a hole-in-one with its golf betting service, offering highly competitive odds, plus a good range of tournaments and head-to-head betting options.

Darts

Unibet hits the bullseye with their darts betting markets, which you would expect from the company that sponsors most of the major darts events in the UK. You can watch live streams and place in-play bets on dart matches and competitions at Unibet.