Best Online Betting Sites; Offers, Reviews & Advice

There are so many different online betting sites available, it can be hard to decide which is most suited to your betting habits.

No matter what your interests and preferences are, there’s a sports betting site for you. Here’s a definitive guide to the best football betting sites as well as some vital information on everything you need to know about football betting, including the best offers, beating the bookies and getting the most from your money.

The competition among bookies is pretty intense. This means they’re constantly thinking of new and exciting ways to entice new users. The problem is, many of these offers are clouded in terms and conditions and often, these deals aren’t utilised as much as they could be. We also aim to offer a bit of clarity on the different types of deals, the best betting site offers and a short step-by-step guide to help you sign up.

We work with the UK's leading football betting sites on a daily basis and want to give you a clear guide as to how you can get the best out of football betting. Alongside our expert football tips, we've pulled together this resource to give you the clearest, impartial view on where you should be betting online.

Not all online sportsbooks are the same, and in an increasingly competitive marketplace, bookies are constantly innovating and adapting to attract new customers. They do so in three main areas: new customer offers and bonuses; cash back and in-play offers; and odds enhancements. Once you've picked up a new bookmaker head to the Acca Smacker to build your accumulator using our acca predictor, tracker and odds calculator.


Betfair is the biggest betting exchange in the world and has since become an online betting website offering fixed odds bets to customers. Find out more about the latest free bets and bonus offers available from Betfair.

Betfair is renowned for offering great odds, money-back offers and multiple-bet bonuses. The bookies are proud to be one of the most popular online betting sites, with a variety of markets and impressive features.

Betfair covers all major national and international competitions, from football and horse racing to handball, winter sports, basketball and beyond. An innovative approach to betting has always been important to Betfair, and this can be seen in their cash-out offers and market-leading acca insurance.

Betfair allows you to easily cash out your winnings early or cut your losses when betting with an accumulator. If you want to leave some money in the acca, you can do partial cash out.

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Bet365 is the leading global online gambling company, with more than 4 million customers in 200 different countries. View the latest offers and information on Bet365.

Bet365 is one of the best betting websites for casual bettors or those who love a weekend acca. Since its inception in 2000, Bet365 have ushered in a new breed of bookies. The sports betting site operated a solely online betting experience. It offers simple-to-use features with offers on a huge variety of sports, everything from football and rugby to greyhound racing and ice hockey. 

The simplicity of the online betting experience made it hugely popular with the casual betting community.

The site has garnered a reputation for live sports with attractive real-time betting offers and over 60,000 live events streamed every year. The company is driven by customer experience with a simple registration process, impressive welcome bonuses and even live chat functions - all helping to maintain Bet365’s reputation as one of top betting sites.

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For new customers. Min deposit requirement. 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.
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With a huge range of events and betting markets available (much more than some competitors), 888Sport is the place to go for a comprehensive overview of every available bet. Find out more about them and their latest offers here.

888Sport has a large variety of betting markets for any type of punter, professional or casual. The sheer number of markets means you’ll never be short of betting opportunities. The site is simple and easy to use, as most of the best betting sites are, making it a welcoming environment to new bettors.

888Sport is also praised for its live odds and betting options. Be sure to make use of the betting site’s vast in-play opportunities. The online bookmaker also offers a unique sign-up offer with a welcome bonus that allows you to treble the odds of your first bet.

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BetVictor is the new face of Victor Chandler, a broker with a long-standing reputation for service, and offers competitive odds alongside regular free bet promotions. Get more information on this bookie and their latest news and promotions.

Renowned for top odds, BetVictor promises to give better odds than any rival for accumulators.

The site is sleek and easy to use, ideal for efficient bettors. No matter how you wish to bet, BetVictor has a market for you. This includes everything from traditional Win-Draw-Win and Both Teams to Score, through to more specialist markets like hitting the woodwork or number of yellow cards.

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Betfred is famous for special bets and free bet offers. One of the best-known bookies around, and a trusted name, you can find out more about their latest offers here.

Betfred is designed to be simple and easy-to-use. The website is presented in a user-friendly way which makes the perfect transition for new bettors. The bookmaker regularly has exciting offers and promotions, including free bets credited for new customers.

Betfred offers a variety of markets expected from such revered bookmakers. This includes markets on some of the world’s most popular football leagues and tournaments. The bookies also cover many minor leagues and competitions for those looking for something a little more niche. The enticing in-play options are enough to keep the matches entertaining while the site’s Goals Galore gives a fresh take on both teams to score market.

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New UK 18+ only. Register with promo code WELCOME40, Bet £10+ on Sports in one transaction. Get £30 Free Bets & £10 free spins within 10hrs of bet settlement. Bonuses expire 7 days after issue. Min odds, eligibility & payment exclusions apply. Full T&Cs apply.
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One of the most famous and popular bookies out there, Coral has built up a reliable reputation over the years. It’s one of the best betting sites in the UK, known for delivering a trusted service to gamblers.

Part of Coral’s popularity is down to its wide range of markets.

Coral makes it easy for those looking to place their bets, making it particularly popular among younger gamblers.

The site’s attention to detail hasn’t gone unnoticed! They offer numerous unique features, such as a live radio station that keeps gamblers up to date with the latest statistics and information.

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Ladbrokes is a well-known face in the world of betting. Founded in 1961, they were the first company to offer fixed-odds betting in football.

Since then, the company has continued to evolve. Thanks to their extensive range of contacts, they boast excellent football expertise.

Their popularity is also largely due to their straightforward site. At the click of a button, gamblers are able to quickly and easily place bets. Their live odds and betting window allows you to see the latest events at a glance.

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UK Bookmakers Reviewed

We've pulled together detailed reviews on all the bookies we feature on the KickOff site, click on any of the links above to learn more about that bookmaker and the current offers they have available.

Our reviews cover off all the major features of these betting sites, giving you a quick digest of what the bookie’s key differentiators are and why you should bet with them.

All of the betting sites take UK customers online, and some will accept customers from other countries. It is, however, worth noting that some bookmakers may operate different sign-up offers for new customers in other countries.

Tottenham VS Leicester view from the stands

How to Find the Best Betting Site for You

The answer to ‘which online betting site is the best?’ is entirely down to personal preference. There are a number of different features and offers that go into what makes a good betting site.

When choosing an online bookie, consider factors like:

The Ease Of Their Site

If the site is complicated and all processes are long-winded, this is a clear sign that the betting site isn’t right for you.

Choose one that allows you to place bets quickly and easily. You should be able to navigate to where you want to go with ease and without having to wait too long for the page to load.

The Site’s Safety

The best betting sites are secure. Where money’s concerned, safety is essential. Your personal information should be safeguarded and protected.

Customer Service

Does the site have a customer support system in place? When are they available to contact? How can you contact them?

It’s important to know the answers to these questions should you encounter any problems or need assistance for any reason.

Payment Methods

Is the betting site’s payment option convenient for you? There’s a wide selection on offer, from PayPal to credit cards.

Make sure you choose the site with the best payment option for you.

Mobile App

When reviewing the best sports betting sites, consider how you will place your bets. Using an app makes it much easier and more convenient.

Does the site have a mobile app? Is it available on all devices?

If they do have an app, it should be easy to use and free from glitches.

Sign-Up Process

When it comes to the UK’s best betting sites, the sign-up process is also hugely important. How easy is it to sign up? Are there any sign-up offers available?

A long and convoluted sign-up process will put most punters off.


The reputation of a betting website or online bookmaker has a lot to go by. If a betting site’s credibility is low, it’s likely they won’t be licensed and regulated.

While reputation shouldn’t be the only deciding factor, it can give you an indication of what a company is like beneath the surface.

Offers And Bonuses

Is there a sign-up bonus for newcomers? Or, does the site prefer to reward its long-term customers? Be on the lookout for online promotions.

When it comes to which online betting site is the best, money-back specials aren’t the be all and end all, but it’s nice to know what’s in it for you.

Read Reviews

Reading betting website reviews and speaking to other punters is a good way to help you choose the best online betting site for you.

Feedback and comments from other users are invaluable when choosing a site.

Match Streaming

Some of the best betting sites allow you to stream sport free of charge, often only insisting that you have credit in your account.

This is important to look out for if you’re keen to place live bets.

Unique Features

Competition is fierce among bookmakers, and it doesn't take long for them to copy each other's ideas.

But new features can be particularly compelling when picking a new bookie. In-play and cash out are the key areas of focus in recent years, as brands look for an edge over one another in attracting punters.

The Best Odds

Which betting site will give you the best odds?

The odds comparison feature in our smart bet slip makes it much easier to identify the best odds for your bet or accumulator. Getting the best price should always be one of your most important considerations.

Football match in play

Types of Betting Site Offers

So, what are the different betting site offers available to you?

While each site will have its own approach and features, here are some of the most common offers:

Online Promotions

Whether you’re a newcomer or a long-term customer, betting sites offer a variety of promotions, such as free bets and profit boosts.

These promotions are often connected to a particular event or game.

Competition Related Offers

Bookmakers usually offer competitions, such as prize draws, during big events, such as the FIFA World Cup.

The usual format involves participants betting over a period of time, with a winner at the end.

Sign-Up Offers

Most betting sites offer new customers offers to take advantage of.

These include:

  • Free bets
  • Deposit bonus
  • No deposit bonus
  • Mobile bonus
  • Matched bonus

Odds Boosts

For certain events, sites will offer enhanced odds to encourage players. These offers often relate to just one market in the game, such as win-draw-win.

With odd boosts, the offers are short-lived, but are as generous as they seem!

Acca Insurance

Acca insurance prevents you from losing all your correct predictions based on one wrong result.

So, if one result doesn’t go your way, rest assured that you’ll still get something back.

You won’t be able to blame losing on bad luck!

Money Back

Money-back is as straightforward as it sounds. All the best online betting sites offer money-back promotions.

One example of a money-back promotion is if there are no goals scored during a game.

However, it’s important to remember that ‘money-back’ often means a credit to use for your next bet, rather than hard cash.

Deposit Bonuses

Deposit bonuses are usually for newcomers. These are a percentage of your first deposit.

A matched bonus is a bonus that is equal to your deposit (100%).

Online Football Betting Markets

Within the world of football betting, there are a variety of markets, such as:

Both Teams to Score (BTTS)

A BTTS bet means you are betting on both teams to score within a game.

With a BTTS bet, it doesn’t matter who wins or loses. All that matters is if both teams score.

The advantages of this bet are that the run for the full 90 minutes, giving you more chance of the result going your way.

This makes the game more exciting, however, it can leave you on edge about whether to cash out or not.


Win-draw-win means you can either bet on a specific team to win a match or bet on the game to end in a draw.

Both Teams to Score and Win

Both teams to score and win means you bet on both teams to score, and you must also bet on who will win.

The options are for both teams to score are:

  • Both teams to score and home team to win (BTTS and Home)
  • Both teams to score and an away win (BTTS and Away)
  • Both teams to score and for the match to end in a draw (BTTS and Draw)

Double Chance

A double chance bet allows you to cover two of the three possible win-draw outcomes of a football game. These are:

  • Home and draw
  • Away and draw
  • Home and away

Over 1.5 Goals and Under 1.5 Goals

The over 1.5 goals and under 1.5 goals market means you are either betting on two or more goals to be scored, or one goal to be scored.

So, if you bet on under 1.5, this means that you’re betting on one goal or less to be scored. Over 1.5 means you’re betting on two or more goals to be scored.

Over 2.5 Goals and Under 2.5 Goals

The over 2.5 goals and under 2.5 goals market means you get bet on either less or more than 2.5 to be scored.

This means that if you bet on over 2.5 goals to be scored, you win if three or more goals are scored. If you bet on under 2.5 goals to be scored, you win if two goals or less are scored.

Over 3.5 Goals and Under 3.5 Goals

If you bet on a match to end with over 3.5 goals being scored you are betting on four or more goals being scored during the game.

Alternatively, a bet on under 3.5 goals will win if three or fewer goals are scored during the game.

Over 4.5 Goals and Under 4.5 Goals

An over 4.5 goals bet is on five or more goals being scored in a game.

An under 4.5 goals bet is for four or fewer goals to be scored in a game.

This market is less safe than the other over/under markets, but more profitable in terms of odds.

Team to Score First

Team to score first is simply placing a bet on which team will score first in a football game. If you are correct, you win. It’s as easy as that!

Best Live Betting / In-Play

Almost all betting sites offer a live betting service. This is unsurprising, given that live/in-play betting is the fastest growing medium in the betting community.

Live betting, or in-play betting, is where bettors place bets after the event has started.

The advantages? Bettors can react to what’s happening in the game, while it’s happening, and change their minds on the outcome.

With each site offering its own in-play features, how do you know which ones are the best? Here’s a list of the best live betting sites in the UK:


As one of the biggest betting sites in the UK, it’s unsurprising that Ladbrokes’ in-play features are some of the best.

  • The site is updated quickly and regularly, essential for those looking to place a bet based on current events
  • The app is fast
  • Bets are approved quickly
  • They offer live streaming


Bet365 was one of the first betting sites to offer in-play features.

  • Full schedule of upcoming events
  • Modern system
  • Fast and easy to use
  • Mobile website available


Betfair is a betting site that is continually improving and modernised, clearly shown by its in-play features.

  • Both their site and mobile site are easy to use
  • Somewhat limited in terms of markets on offer


As one of the most popular betting sites in the UK, Coral’s in-play features are some of the best.

  • Cash out is available
  • Information and events are updated regularly
  • Live betting is featured on the app
  • Interactive pitch feature contains the latest statistics


Betfred’s live betting features are concerned only with the punter, not competing with other sites.

  • Multiple football markets on offer
  • Easy to use
  • Live betting available on the app
  • Cash-out available

What You Need from a Bookie – Governing Bodies

You’re gambling with your own money, which means that security and stability are essential when it comes to the best online betting sites.

Since 2014, all UK sportsbooks must be licensed by the UK Gambling Commission. This is good news for those placing bets, as it guarantees consistency.

What else should you look for in a bookmaker? The best betting websites will all be registered with one or more of the following governing bodies:

  • IBAS (Independent Betting Adjudication Service) deal with betting-related disputes and will come to a verdict you can trust
  • GambleAware focus on running a reliable charity that helps bettors make better decisions
  • ESSA (European Sports Security Association) deal with integrity in the betting world, stamping out any behaviour such as match-fixing
    If the betting site in question is affiliated with one or more of these bodies, you can ensure your money is safe. The regulations guarantee that when you win, you get your money

It’s always reassuring to know that if your money isn’t awarded to you for any reason, you have a higher body you can turn to.

These will also provide security for your personal information. In a world of data breaches and cybercrime, it’s important you’re aware whether your information is secure.

Online Betting FAQs

The world of online betting is a huge and constantly evolving one. While questions differ punter-to-punter, here are a few of our most common FAQs:

How long does it take to withdraw money from a betting site?

This can depend entirely on which operator you use, however, 2-3 days is the average length of time.

Is online betting legal?

Yes, gambling is legal in the UK, including online betting, and is regulated under the Gambling Act 2005.

Is betting online safe?

As long as both you and your chosen betting site keep your personal details secure, betting online is a safe process.

What is a risk-free bet?

A risk-free bet is one in which your bookmaker refunds you if you lose, making them popular with first-time bettors. This differs widely to a free bet, in which if you lose, that’s it.

Why didn’t I get my free bet?

If you didn’t receive your free bet, it’s likely you didn’t fulfil the criteria that the bookmaker set out, for example, if you bet on the wrong market. Other reasons can include incorrect payment methods or if the bookmakers detect suspicious behaviour.

What are the betting requirements?

Betting requirements are implemented by bookies to make sure that people don’t receive their bonuses too easily. For example, you might be required to bet over a certain odds level.

What’s the best way to put down your deposit on a betting site?

Think ease and safety when it comes to money. For example, PayPal or debit cards.

Do I have to pay tax on my betting winnings?

There’s no tax applied to bet winnings under the Gambling Act 2005.

How do I deposit using my card for an online bookie?

Simply add it as a payment method and connect your card details. The same principle applies to withdrawals!

What are the minimum stakes?

These depend entirely on the individual bookies. Minimum stakes are the lowest amount of money you’re allowed to bet. Some stakes can be as low as a few pennies!

What are the maximum payouts?

Maximum payouts are the highest amount a bookie will award the winner of a bet. In rare cases, these can be in the millions.

Can I use multiple payment methods when betting online?

Yes! In fact, this will allow you more flexibility.

Are there any restrictions for online betting?

These can differ depending on which bookmakers you choose. However, most have a minimum and maximum deposit limit. The best online betting websites are also very careful on keeping an eye out for money laundering.

How do I make a complaint against a bookie?

If contacting the bookmaker directly doesn’t work, reach out to one of the governing bodies, such as IBAS.

What are betting markets?

A betting market is a type of bet covered online. For example, in football ‘both teams to score’ is a betting market.

Can I make money through betting?

Profits cannot be guaranteed from betting, but a strategic approach can help you to make better decisions and improve the chances of winning. Keeping tabs on what works and what doesn’t can help you make an informed decision, for example following betting tips.

What is live betting?

Live betting is where you place bets after the event has started.

Online betting or betting in a shop?

This is down to personal preference, however, online betting has taken over the gambling market as it allows bettors more flexibility. Betting shops have closing times and limited live betting features. Betting online gives you 24/7 access to a wider variety of events and markets.

What are the odds levels?

Odds levels show you how much money you will get in return if you win a bet. Each betting site has its own way of calculating odds, which is why they vary widely.

Do online betting sites offer live streaming?

Many betting sites offer live streaming. With some, you only have to be signed in to your account, while others require you to have money in your account.

How are betting odds shown?

Betting odds are displayed in either fractional or decimal terms.

Is there a catch to free bets and matched deposit offers?

Introductory offers are designed to make you sign-up and become a customer, so ensure the offer works in your favour.

But other than being certain about what you’re signing-up to there should be no real issue – betting sites pay for these promotions out of their marketing budgets and are more than happy to give you your free bet or matched deposit to get you on-board.

Can all online bookmakers be trusted?

There are literally hundreds of online betting sites, understanding which ones are honest and transparent can be tough.

We only feature and review bookies on the KickOff site that we have tried and tested, and which we know act scrupulously.

If your experience has been otherwise with any of the brands we feature on our site please let us know.

How do you review bookie sites?

The only way to really assess a betting site is to use it.

We have collectively used every online bookmaker we feature on KickOff, and completed reviews from a ‘hands-on’ perspective to give you an honest overview of each site.

Compare and Get the Best Online Betting Odds

Odds for a given football match can vary widely from bookmaker to bookmaker.

So, to keep you informed of the best odds, our smart bet slip is updated regularly, automatically comparing the odds for your bet across multiple bookies. This includes single and multiple bets. After you add your selections, we’ll show you the accumulated odds and potential returns.

Odds determine how much you win, so it always helps to have an odds comparison! We’ll show you the best betting sites and the best odds.

Follow and Copy Tipsters

Staying up to date with what others are betting on is always a good idea, especially if you’re new to placing bets.

Copying Tipsters

When it comes to betting, staying in touch with the top bettors and football tipsters can help you win big.

It couldn’t be simpler to copy a betting slip with Kick-Off. We’ll show you the live bets and their potential returns, and you can decide if you’d like to place the same bet. It really is as easy as that.

Following Tipsters

The days of blindly following tipsters are over! The bets of every Kick-Off user are tracked and ranked in our leader board.

You can see how much they placed, their odds and how much they won. Updates on the top bettors are easily accessible and at your fingertips!

Tempted to become a Kick-Off member yet? Sign up here for all the information you’ll need to place smarter bets.