William Hill change terms of best odds guaranteed offer

William Hill will this week become the latest bookmaker to make changes to their best odds guaranteed (Bog) promotion, which will now apply only on the day of the race.

They follow Paddy Power, who last week told customers they would be offering Bog only from 8am on the day of the race rather than from when a race is priced up.

Bog is a popular promotion with punters who are rewarded at the biggest odds if they take a price on a horse and the starting price is longer.

A Horseracing Bettors Forum survey published on Tuesday revealed the guarantee was by far the most favoured bookmaker concession.

It has been suggested that bookmakers with retail estates will have to review the offers they give customers following the government crackdown on FOBT stakes.

Hills' new terms will apply from Thursday, with customers able to take Bog from midnight rather than the previous day.

The change is part of a package of measures which also includes refunds when horses refuse to start, and a lay to lose guarantee.

Hills' group trading director Terry Pattinson said: "We've decided to revamp our horseracing proposition and our product. Our new package includes refunds for selections that haven't had a fair run for their money.

"We'll also be offering a minimum lay to lose of £500 on win singles placed on all UK and Irish races, and a minimum of five extra place races each day. Our best odds guaranteed will now start after midnight on the day of the race, when the vast majority of punters place their bets, while we have decided to remove double result from our rules.

"An email has been circulated to our customers and early feedback has been positive. We're sure these changes will help us to differentiate our product in a very crowded market place."

William Hill and Paddy Power have changed the terms of their best odds guaranteed offer

Paddy Power said the change to their Bog promotion brought them in line with competitors.

A spokesman said: "Paddy Power is well known for having a wide range of generous promotions and we occasionally have to make choices on where we focus our resources.

"We have added a large number of extra-place races this year and continue to offer a guaranteed lay to lose of £500 on all Class 1 and Class 2 races, which covers all of Punchestown this week.

"We'll continue to offer best odds guaranteed from 8am on the day of race, in line with the majority of our competition."

However, bet365, Ladbrokes Coral and Sky Bet, who all offer Bog from declarations stage – and even earlier for events such as the Cheltenham Festival in some cases – all said they had no plans to change their promotion.

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