Andy is the founder, owner and editor of thatsagoal.com, with over 20 years of experience in betting on sports. He has a keen eye for stats, particularly when looking at players to be carded, and these form a large part of the bet builder tips you see on the site. As well as creating daily football tips, Andy also keeps thatsagoal updated with all the best bookmaker promotions and offers for our readers.
Best Odds Guaranteed means that if you take an early price on a horse and it drifts, you’re paid at the bigger starting price instead. Most UK bookmakers apply it from 8am on the day of the race — bet365, Betfred, BoyleSports, Ladbrokes, Coral and William Hill all start at 8am, while BetVictor and Sky Bet begin at 9am. The start time matters more than most punters realise: bet at 7:30am with an 8am bookmaker and you get no protection at all.
Below is every bookmaker’s BOG start time, what’s excluded, and which firms don’t offer it.
Not offered:Midnite, SBK and 21LuckyBet don’t offer Best Odds Guaranteed at all.
Withdrawn:Star Sports removed Best Odds Guaranteed for all customers on 1 December 2025, replacing it with Star Boosts — enhanced odds on selected horses at major UK and Irish meetings. If you see Star Sports listed as a BOG bookmaker elsewhere, that information is out of date.
Start times are checked regularly, but bookmakers do change their terms. Always confirm in the T&Cs before placing an early-price bet.
Why the Start Time Matters
This is the part most guides skip, and it costs punters money.
BOG isn’t a blanket concession — it applies only from a specific time on race day. Place a bet at 7:45am with a bookmaker whose BOG starts at 8am and you have no protection whatsoever. If your horse drifts from 6/1 to 10/1, you’re paid at 6/1.
Not every bookmaker uses a clock
Most set a time — 8am, 9am, 10am. CopyBet works differently, applying BOG from the first show price instead. The show price (or board price) is the odds offered shortly before the race goes off, so in practice CopyBet’s BOG starts much later in the day than an 8am bookmaker’s, but it’s tied to the market rather than the clock.
The terminology is worth knowing either way:
Early price — the odds offered before the show price, from the morning onwards
Show price (board price) — the odds offered just before the race starts
Starting price (SP) — the official price at the moment the race goes off
BOG pays you the SP when it beats whichever of those you took.
It matters in two practical situations:
Early-morning betting. If you like to get your bets on before work, check the clock. An 8am bookmaker covers you from 8am; a 9am bookmaker doesn’t.
Ante-post bets. BOG almost never applies to ante-post markets — bets struck days or weeks in advance. That’s the single biggest exclusion, and it’s why Non-Runner No Bet matters more than BOG for festival betting.
Best Bookmakers for Best Odds Guaranteed
If you’re opening an account specifically for BOG, these four combine an 8am start with no meaningful restrictions — and a welcome offer worth claiming while you’re there.
New customers only. Register, deposit with a Debit Card, and place a first bet of £10+ at Evens (2.0)+ on Sports, to be settled within 7 days, to get £30 in Sports Free Bets and £20 in Acca Free Bets within 24 hours of settlement. 7-day expiry. Eligibility & payment exclusions apply. Full T&Cs apply.
18+. New UK customers (Excluding NI) only. Min Deposit £10. Min stake £10. Min odds Evs. Free bet applied on 1st settlement of any qualifying bet. 30 days to qualify. Free bets expire in 7 days. Cashed out/Free Bets won’t apply. Account & Payment method restrictions apply. 1 Free Bet offer per customer, household & IP Address only. 18+. T&Cs apply.
Min deposit requirement. Registration Required. Free Bets are paid as Bet Credits and are available for use upon settlement of qualifying bets. Min odds, bet and payment method exclusions apply. Returns exclude Bet Credits stake. Time limits and T&Cs apply.
18+ New UK + ROI customers only. Certain deposit methods & bet types excl. Min first £/€5 bet within 14 days of account reg at min odds 1/2 to get 6 x £/€5 free bets (selected sportsbook markets only, valid 7 days, stakes not returned). Restrictions + T&Cs apply.
What Is Best Odds Guaranteed?
Best Odds Guaranteed is a bookmaker concession that pays you at the starting price if it’s bigger than the odds you took.
Here’s the practical effect. You back a horse at 6/1 at 9am. By the off it has drifted to 10/1, and it wins. Without BOG, you’re paid at 6/1 — £70 back from a £10 stake. With BOG, you’re paid at 10/1 — £110. Same bet, same result, £40 difference.
Crucially, it only ever works in your favour. If the horse shortens to 4/1, you keep the 6/1 you took. There’s no downside, no opt-in and no code — it applies automatically to qualifying bets.
Why bookmakers offer it: BOG removes the reason to wait until the last moment before betting. Bookmakers would rather take your money early, and BOG is what they pay for the privilege.
BOG Isn’t Always Offered to Everyone
One thing almost no guide mentions: at some bookmakers, Best Odds Guaranteed is not available to every customer.
BetMGM is the clearest example — its BOG is offered to selected players only, and you’ll see it marked on your betslip if you’re eligible. BetTom likewise limits its offer to “new and eligible customers.”
That’s worth knowing before you choose a bookmaker on the strength of its BOG. If the concession is the reason you’re opening the account, check your betslip on a live race before you commit — and if it isn’t showing, one of the universal 8am firms is the safer choice.
What BOG Doesn’t Cover
The exclusions vary by bookmaker, but these are near-universal:
Ante-post bets — the biggest exclusion. Bets placed before the final declarations stage generally don’t qualify
Bets placed before the BOG start time — see the table above
Free bets — most bookmakers exclude bets placed with free bet tokens
Tote and pool bets
Non-runner races and void bets
Lucky 15, Lucky 31 and Lucky 63 — Betfred specifically excludes these
Some market types — William Hill applies BOG to win markets only, excluding Each Way Extra, place markets and betting without
International racing and special markets — BetTom excludes both, along with ante-post
Caps vary a lot, and they’re worth checking before you place a big early-price bet:
bet365 and Betfred — no cap on the benefit
William Hill — £25,000 per day
BetVictor and talkSPORT BET — a maximum benefit applies; check the current figure in their terms
QuinnBet — £150 per customer, per race on UK racing
BetTom — £100 per bet, the tightest of the offers listed here
The QuinnBet and BetTom caps are the ones to note. £150 a race or £100 a bet is generous for a £10 punter and irrelevant to most, but if you’re staking seriously on an early price they’re real limits that bet365 and Betfred don’t impose.
Which Bookmaker Has the Best BOG?
On start time, six firms tie at 8am: bet365, Betfred, BoyleSports, Ladbrokes, Coral and William Hill. Nothing in the mainstream market starts earlier.
On terms, bet365 and Betfred are strongest — neither caps the benefit, where William Hill and BetVictor stop at £25,000 a day. bet365 goes further with a price-match promise on ITV races from 10am, matching Ladbrokes, William Hill, Paddy Power, Coral, Sky Bet and BoyleSports, so you get the best price available plus BOG.
On scope, BetVictor and talkSPORT BET stand out for applying BOG to multiples, which several rivals exclude.
The honest answer: for most punters the start time is what matters, and any of the 8am firms will do. If you bet in multiples, check whether they’re covered — that’s where the terms genuinely differ. Our guide to the best UK betting sites compares them across everything else, and best horse racing betting sites focuses on racing specifically.
If you’re opening one account for BOG, make it Betfred or bet365 — 8am start, no cap on the benefit, and the two biggest welcome offers among the 8am firms.
BOG by Bookmaker
bet365 Best Odds Guaranteed
From 8am on all UK and Irish horse racing, with no cap on the benefit. Applies to singles and multiples. bet365 also price-matches six major rivals on ITV races from 10am, which combined with BOG makes it one of the strongest racing propositions available. Full detail in our bet365 review, or claim the Bet £10 Get £30 offer.
Betfred Best Odds Guaranteed
From 8am on all UK and Irish racing, with no cap. The notable exclusion is Lucky 15, Lucky 31 and Lucky 63 bets — which matters, because Betfred’s Lucky bet bonuses are its signature racing offer. You get the bonuses or BOG, not both. See our Betfred review and Lucky 15 tips, or claim the Bet £10 Get £50 offer.
Coral Best Odds Guaranteed
From 8am on UK and Irish racing. Coral pairs it with the most comprehensive racing live streaming of any UK bookmaker. See our Coral review, or claim the Bet £5 Get £30 offer.
William Hill Best Odds Guaranteed
From 8am, but with tighter terms than most: a £25,000 daily cap, and it applies to win markets only on UK racing — excluding Each Way Extra, place markets, Lengthen Your Odds, insurance bets and betting without. Recently extended to cover Irish racing. See our William Hill review, or claim the Bet £10 Get £30 offer.
BetVictor Best Odds Guaranteed
From 09:00 UK time until the off, an hour later than the 8am firms, on all UK and Irish horse racing. A maximum benefit applies, so check the current figure in BetVictor’s terms before a large early-price bet. Covers UK and Irish horses and greyhounds. See our BetVictor review.
BetMGM Best Odds Guaranteed
From 9am daily, covering all UK and Irish horse and greyhound racing — greyhound coverage is a genuine plus, as most bookmakers restrict BOG to horses. The significant caveat is that BetMGM offers BOG to selected players only; if you’re eligible, it’s marked on your betslip. Claim details on our BetMGM sign-up offer page.
BetTom Best Odds Guaranteed
From 10am, on all UK and Irish horse racing, and — unusually — it applies to singles and multiples, which several bookmakers exclude. The trade-offs are a £100 maximum benefit per bet and exclusions covering ante-post, special markets and international racing. New and eligible customers only. See our BetTom sign-up offer.
CopyBet Best Odds Guaranteed
CopyBet applies BOG from the first show price rather than a set time. Take an early price or a show price on any UK or Irish race, and if the SP comes in bigger you’re paid at the SP automatically. See our CopyBet sign-up offer.
QuinnBet Best Odds Guaranteed
From 10am on UK racing, with a maximum benefit of £150 per customer, per race. Fine for everyday stakes, limiting if you’re betting big on an early price. See our QuinnBet sign-up offer.
BoyleSports Best Odds Guaranteed
From 8am on UK and Irish racing, and BoyleSports is particularly strong on Irish meetings. Paired with extra places on selected races. See our BoyleSports review, or claim the Bet £10 Get £40 offer.
Best Odds Guaranteed FAQs
What is Best Odds Guaranteed in horse racing?
Best Odds Guaranteed (BOG) is a bookmaker concession that pays you at the Starting Price if it’s bigger than the odds you took when placing your bet. If you back a horse at 4/1 and it starts at 6/1, BOG pays you at 6/1. This protects against price shortening and increases long-term returns.
What time does Best Odds Guaranteed start?
It varies by bookmaker. bet365, Betfred, BoyleSports, Ladbrokes, Coral and William Hill all start at 8am on the day of the race. BetVictor, talkSPORT BET, Sky Bet and BetMGM start at 9am, and BetGoodwin, QuinnBet, BetTom and LiveScore Bet at 10am. CopyBet applies BOG from the first show price rather than a set time.
Which bookmakers offer the earliest Best Odds Guaranteed?
bet365, Betfred, Boylesports, Ladbrokes, and Coral all offer Best Odds Guaranteed from 8am on UK and Irish racing. This is the earliest BOG start time available, providing maximum protection for morning bettors.
Does Best Odds Guaranteed apply to accumulators?
Yes, Best Odds Guaranteed applies to accumulator bets (and all multiples including doubles, trebles, Lucky 15s) at bet365, Betfred, Boylesports, Ladbrokes, Coral, William Hill, BetVictor, and other major bookmakers listed in this guide. Each selection in the accumulator receives BOG individually.
What time does bet365 Best Odds Guaranteed start?
bet365 Best Odds Guaranteed starts at 8am on all UK and Irish horse racing. This applies to singles and multiples with no maximum payout restrictions. bet365’s 8am BOG is among the earliest in the industry.
What time does Betfred Best Odds Guaranteed start?
Betfred Best Odds Guaranteed starts at 8am on UK and Irish racing, covering singles and multiples with no restrictions. Betfred has championed BOG for years as part of its “Bonus King” positioning.
What time does William Hill Best Odds Guaranteed start?
William Hill Best Odds Guaranteed starts at 9am on UK and Irish horse racing. This is one hour later than bet365, Betfred, Boylesports, Ladbrokes, and Coral (all 8am) but still covers the majority of betting activity.
Does Ladbrokes offer Best Odds Guaranteed?
Yes, Ladbrokes offers Best Odds Guaranteed from 8am on all UK and Irish racing, covering singles and multiples with no maximum payout caps. Ladbrokes’ 8am BOG matches the earliest start times available.
Does Coral have Best Odds Guaranteed?
Yes, Coral offers Best Odds Guaranteed from 8am on UK and Irish racing. Coral BOG applies to singles and multiples with no restrictions. As part of the Entain Group (which owns Ladbrokes), Coral maintains competitive BOG provision.
Why is Best Odds Guaranteed important?
Best Odds Guaranteed is important because it protects against price shortening, eliminates betting timing pressure, and increases long-term returns by 2-5%. BOG allows confident early betting without worrying about subsequent price movements, as you automatically receive Starting Price if it’s better than your taken price.
Which bookmakers don’t offer Best Odds Guaranteed?
Midnite, BestOdds, SBK, Spinzwin, StarSports, and NetBet do not offer Best Odds Guaranteed on horse racing. The absence of BOG makes these bookmakers less attractive for serious racing punters compared to BOG-offering competitors like bet365, Betfred, and William Hill.
Does Star Sports offer Best Odds Guaranteed?
No. Star Sports withdrew BOG for all customers on 1 December 2025 and replaced it with Star Boosts — enhanced odds on selected horses at major meetings.
Does BOG apply to ante-post bets?
Almost never. Ante-post bets, placed before the final declarations, are excluded by virtually every bookmaker. For ante-post protection you want Non-Runner No Bet instead.
Is there a limit on Best Odds Guaranteed winnings?
It depends on the bookmaker. bet365 and Betfred apply no cap. William Hill caps the benefit at £25,000 per day, BetVictor and talkSPORT BET apply a maximum benefit, and QuinnBet caps it at £150 per customer per race on UK racing.
Does BOG apply to greyhound racing?
At some bookmakers, yes — BetVictor, talkSPORT BET and BetMGM cover greyhounds as well as horses. Most restrict it to horse racing, so check the terms.
Is Best Odds Guaranteed available to all customers?
Not always. BetMGM offers BOG to selected players only, marked on your betslip if you’re eligible, and BetTom limits it to new and eligible customers. Most bookmakers apply it to everyone, but it’s worth checking if BOG is your reason for opening an account.
Reviewed by Andy Clark, founder of Thatsagoal.com, with 20+ years of betting experience across football and horse racing. Last updated 24 July 2026. 18+. Please gamble responsibly. GambleAware.org · GamCare.org.uk.
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