July 25, 2025
William Hill, one of the world’s most iconic bookmakers, has been a staple in the UK betting scene since 1934 and has made significant inroads in the U.S. with its sports betting operations. For Americans curious about William Hill betting shops, their services, and the latest developments in 2025
What Is William Hill?
William Hill Betting Shops : William Hill is a British gambling company renowned for sports betting, online casino games, poker, and bingo. Headquartered in London with operations in Malta, it operates 1,414 betting shops across the UK and has a growing presence in the U.S. through online sportsbooks in states like Nevada, New Jersey, and Colorado. Acquired by Caesars Entertainment in 2021 and later by 888 Holdings (now Evoke) for £2.2 billion in 2022, William Hill combines a rich legacy with modern digital offerings, making it a go-to for betting enthusiasts.en.wikipedia.org
For U.S. citizens, William Hill’s U.S. operations (accessible via www.williamhill.us) focus on legal sports betting, but its UK betting shops and global reputation are worth understanding, especially if you’re traveling or exploring international betting trends.
William Hill Betting Shops in 2025: Key Updates
1. Digital Transformation in UK Shops
William continues to innovate its UK betting shops, with a focus on digitization. In 2022, it launched a “fully-digitized” shop in Leeds, featuring:
- Integrated Research Tables: Digital versions of the Racing Post for real-time betting market info.
- Wireless Charging Stations: For customer convenience.
- Gantry Cameras: To analyze customer engagement with betting materials.
- Player Safety Area (“Own Your Game”): A dedicated space for safer gambling discussions. This model, praised for its eco-friendly, paperless environment, is expanding to other UK shops in 2025, enhancing the retail experience with immersive digital features.sbcnews.co.uk
2. Financial Recovery and Growth
After a tough first half of 2024, where parent company Evoke saw a 67% earnings drop, William rebounded with a 19% increase in online bets in Q4 2024, driven by “bookmaker-friendly” sports results. Despite a challenging NFL season costing rivals like Flutter £352 million, William Hill’s focus on core markets (UK, Ireland, Denmark, Italy, Romania, Spain) has boosted its share price by 11% as of January 17, 2025. Investments in AI and automation have streamlined operations, positioning William Hill for a strong 2025.ukbookmakers.org.uk
3. Betting Shop Closures
William Hill permanently closed 119 UK betting shops in 2020 due to reduced footfall post-COVID and stricter regulations on fixed-odds betting terminals (FOBTs), which lowered maximum stakes to £2. The company now operates 1,414 shops, with most staff from closed locations reassigned. In 2022, a former William Hill shop in Preston was replaced by Star Sports, reflecting ongoing consolidation in the retail sector.en.wikipedia.orglancs.livebbc.com
4. Sponsorship and Promotions
William Hill is a major sponsor of UK sports, notably the Scottish Professional Football League (SPFL) through a five-year deal announced in 2024. Posts on X highlight awards like the SPFL Premiership Player of the Month and celebrations of league champions, boosting brand visibility. In 2025, promotions like the Cheltenham Festival offer (£10 bet for £60 in free bets, code T60) and Royal Ascot deals (40-1 odds on Field Of Gold) attract new customers.racingpost.comracingpost.com
5. Safer Gambling Commitment
Following a £6.2 million fine in 2018 for anti-money laundering failures, William Hill has prioritized player safety. Its 2025 retail shops feature “Own Your Game” areas, and online platforms promote tools like deposit limits and self-exclusion. The company is a founding member of the Betting and Gaming Council, reinforcing its commitment to responsible gambling.sbcnews.co.uken.wikipedia.org
William Hill for U.S. Citizens
Accessing William Hill in the U.S.
U.S. citizens cannot access William Hill’s UK website (www.williamhill.com) due to IP restrictions but can use www.williamhill.us in states where sports betting is legal. You must be physically located in a permitted state (e.g., Nevada, New Jersey, Colorado) to place bets. Key features include:
- Mobile App: Rated 4.6/5 from 76,000 reviews, offering live streaming, in-play betting, and user-friendly navigation.sportsboom.com
- Promotions: Offers like “Bet $10, Get $30 in free bets” (after a $10 wager at odds of 1/2 or greater) are available, though terms vary by state.
- Sports Coverage: Football, basketball, baseball, horse racing, and esports, with features like Smart Acca and Winnings Boost for enhanced odds.sportsboom.com
- No Retail Shops: William Hill operates online-only in the U.S., partnering with Caesars Entertainment for sportsbooks in casinos.
Traveling to the UK
If visiting the UK, U.S. citizens can bet at William Hill shops (1,414 locations) using cash or digital payments, provided you’re 18+ and comply with safer gambling checks. Use the William Hill Shop Locator (shoplocator.williamhill) to find nearby branches. The digital shop experience, like in Leeds, offers a modern betting environment with live sports streaming and interactive tools.sbcnews.co.ukshoplocator.williamhill
William Hill TV
William Hill TV streams live UK, Irish, and U.S. horse racing, greyhound racing, and select sports like football and tennis. Accessible to logged-in customers, it’s a great way to follow bets, though U.S. users are limited to www.williamhill.us due to geo-restrictions.news.williamhill.comlivehdtv.com
Why Consider William Hill in 2025?
Pros
- Trusted Brand: Nearly a century of experience, regulated by the UK Gambling Commission and Malta Gaming Authority.sportsboom.com
- Innovative Shops: UK retail locations blend tradition with cutting-edge digital features, ideal for tourists.sbcnews.co.uk
- Strong Promotions: Generous offers like £60 free bets for Cheltenham or Royal Ascot enhance value.racingpost.comracingpost.com
- U.S. Expansion: Growing online presence in legal U.S. states, backed by Caesars Entertainment.casino.org
- Safer Gambling: Robust tools and dedicated retail areas prioritize player safety.sbcnews.co.uk
Cons
- No U.S. Retail: Limited to online betting in the U.S., unlike UK’s extensive shop network.
- Geo-Restrictions: U.S. citizens can’t access UK site or promotions without being in the UK.williamhill.comwilliamhill.com
- Past Fines: Historical regulatory issues (e.g., 2018 £6.2M fine) may raise concerns, though addressed in 2025.en.wikipedia.org
- NFL Losses: Recent “customer-friendly” NFL results have hit profits, though William Hill’s diversified markets mitigate this.ukbookmakers.org.uk
How to Engage with William Hill
- In the U.S.: Sign up at www.williamhill.us, verify your location, and use promo codes like T60 for free bets. Download the mobile app for live streaming and in-play betting.sportsboom.com
- In the UK: Visit a betting shop (find locations via shoplocator.williamhill) or use the UK site if you have a UK IP address. Try William Hill TV for live racing.shoplocator.williamhill
- Stay Informed: Follow William Hill on X for betting tips and odds (e.g., Strictly Come Dancing 2025 markets) or check news.williamhill.com for sports updates.news.williamhill.com
- Safer Gambling: Set deposit limits or use the “Own Your Game” area in shops to manage betting responsibly.
Final Thoughts
William Hill remains a powerhouse in 2025, blending its historic UK betting shop network with a growing U.S. online presence. For U.S. citizens, it’s a top choice for legal sports betting in permitted states, offering a slick app and generous promotions. If you’re traveling to the UK, the digitized betting shops provide a fun, immersive experience. Despite past challenges like shop closures and fines, William Hill’s focus on innovation, safety, and markets like the SPFL makes it a solid option. Check www.williamhill.us or consult a local betting shop for the latest odds, and always gamble responsibly.
Disclaimer: This article is for informational purposes only.
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