Cheltenham Festival: William Hill Unveils Pre-Made Bet Builder for UK & Irish Racing

William Hill has launched a new pre-configured horse racing bet builder ahead of the Cheltenham Festival, allowing customers to place curated selections without manually constructing each leg. Powered by racing form and historic performance data, the tool is integrated directly into William Hill’s racing offering.

Other UK operators, including bet365, Coral, and Ladbrokes, provide bet builders, and bet365 offers pre-made multiples—but none offer pre-made bet builders, giving William Hill a unique selling point.

The launch comes as evoke, William Hill’s parent, faces UK tax increases and speculation over a potential sale of assets. Today’s move, however, shows a commitment to investing in product innovation and technology during major racing events.

“Racing remains a core product for William Hill, and we are continually enhancing how customers discover and place bets across racecards,” said Owen Duffy, Head of Sport at William Hill.

“Building on the success of our established bet builder tool, this integration introduces a curated, form-led racing bet builder experience that is intuitive to use and consistent across fixtures. Fully aligned with our existing pricing and trading approach, it complements our broader bet builder offering while further enhancing the overall customer journey.”

Despite recent challenges in UK horse racing—including leadership changes at the British Horseracing Authority and Racing Digital, and warnings from Hong Kong Jockey Club over declining global wagering share—William Hill’s launch demonstrates continued bookmaker confidence in key events like Cheltenham.

“Horse racing remains one of the most important categories for UK and Irish operators, and we’re seeing a clear shift toward pre-configured products that help customers engage faster without compromising trading control,” said Andrew Grimshaw, Commercial Director at Checkd Dev. 

“William Hill is a standout brand in racing, and we’re excited to see this form-powered bet builder go live and scale across the calendar.”