William Hill Golden Goal

This offer is now strictly invite only. Occasionally in your promos you will see this offer available on selected games. If you cannot see it, then unfortunately you can not do it.


William Hill have a great offer on selected football matches whereby they pay out your bet as a winner if you team goes 1-0 up. They will only pay out a maximum of £25 winnings, plus your stake which you bet to get those winnings. For example, if you bet £25 at odds of 2.0, that would be a total return of £50. £25 is your stake, and £25 is winnings, so the full £50 would be paid out.* If you were to bet £50 at 2.0, then you would only be paid out £50 still (£25 stake and £25 winnings), and the remaining £25 winnings wouldn't be paid out.

The offer is only available on selected matches which can range from one a week to three a week.

For the 2019/20 season, William Hill have introduced a tier system for this offer. Some players will receive the standard £25 offer, however others will receive £50, £100, or even £250. Instructions on this guide will relate to the £25 offer however can be applied to the higher value ones if you are lucky enough to receive them!

  • To find out which matches are eligible, visit your promo area when logged in. Also, you may see a game advertised in the banner.

Key Terms
  • Min odds: No Min Odds

  • Min stake: None (see strategy for stake calculation)

  • Markets: Only Match Betting (you must bet on one of the two teams to win)

  • Selected matches only

Prematch Lock In Method

This is the best method as you lock in a £2 to £4 profit risk free regardless of the outcome!

The amount varies for each game, and can be anything from £2 all the way up to £4. So how do you do it?

It's very simple. Back your team, as normal, use the Back stake from the Golden Goal Calculator. Then instead of laying your team, you lay them to score the next goal. For example, you want to bet on Liverpool for the Golden Goal offer. You back Liverpool, then lay Liverpool to score the first goal.

If Liverpool score first, you lose your lay bet, but your back bet is paid out so everything is fine. The difference in odds will have been an arb therefore creating profit (hence locking in).
If Liverpool don't score first, you win your lay bet, but could still win your back bet if they come back and win - bonus!

The first goal market is normally called Next Goal on Betfair, and can also be found on Matchbook. Unfortunately it is not on Smarkets.

No Lock In Method

The strategy for this offer is very simple. Back and lay one of the teams in the match to win, and then hope they score a goal. Once they've scored the goal, you can either a) lock in profit, or b) let it ride. There is also a pre-match lock in method which will be discussed below.

The maximum bet for this offer will vary, as the most William Hill will pay out as winnings is £25. The best thing about this offer is that they will also pay out your stake you used to get the £25 in winnings. For this reason, it's best to choose the team with the lowest odds because it means you will have had to stake more to win £25, and so your potential pay out will be a lot more as the stake and £25 is included.

Step 1 Find A Match

Open up the specific match on William Hill and your exchange and choose the team with either the closest odds, or the lowest odds. As mentioned above, the best strategy is to go for the favourite (lowest odds) as the potential payout is bigger, however if both teams are around the same odds then just go for the one which is the closest match & smallest qualifying loss.

  • I normally go for the team with the lowest odds.

Step 2 How To Work Out Your Stake

To work out what your max stake is, calculate 25 ÷ (back odds -1). For example if your back odds for Man Utd to win were 3.0, your stake would be 25 ÷ (3 -1) = 25 ÷ 2 = £12.50.

  • The max winnings for the early payout are £25, therefore you need to work out what to bet to "win" £25. Remember, some people will get up to £50, £100, or even £250!

Step 3 Place Your Back And Lay Bets

Stake the required amount on your selection.

Step 4 The Outcome

If your team goes 1-0 up but do not win the match, you will be paid out £25 plus your stake as cash. Anything you staked over the "max stake" amount to receive the £25 will not be paid out, and will be settled as a loss.

Locking In If A Goal

If your team goes 1-0 up then it is possible to lock in some profit. It's very easy to do this using the early payout spreadsheet and the strategy is exactly the same as Bet365's 2up promotion (if you're familiar with that).

Additional Tips
  • Choose the team with the lowest odds if possible.

  • Locking in will be similar long term value, however lower variance.

Got Questions?

There are 3 ways to ask for help with Team Profit:

Facebook Group - ask over 30,000 fellow matched bettors (including the Team!) any questions you may have. [Join The Group]

[email protected] - We try to respond to all emails within 24 hours with complete answers.

Live Chat - Chat with one of us any time we're online. See the chat module at the bottom right of site.