William Hill has launched a new form-powered, pre-configured horse racing bet builder product for UK and Irish horse racing ahead of the Cheltenham Festival, which starts today. 

Under the agreement, the evoke-owned operator has introduced a new range of pre-configured horse racing bet builders generated using predefined logic and historic performance data. 

The bets are powered by racing form and are surfaced directly within William Hill’s racing offering, allowing customers to place curated bet builder selections on the Cheltenham Festival without manually constructing each leg.

Other UK operators, like bet365, Coral and Ladbrokes, offer bet builders on horse racing. The former also offers pre-made multiples, but none offer pre-made bet builders, giving William Hill’s new product a USP. 

The launch comes amid a tough period for evoke, which experienced strong revenue growth in 2025 but is set to feel the implications of tax rises in the UK – the main market for William Hill’s betting operations, both retail and online 

There has been talks of a potential sale of evoke, or at the very least some of its assets. 

Today’s move suggests the firm is still committed to investing in its product and technology and to expanding its offering during big events such as Cheltenham, despite speculation about its future

“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.”

The deal follows a multi-year agreement with Checkd Dev, which will see William Hill integrate Checkd Dev’s Automated Betting System into its sportsbook to support the creation and delivery of pre-built, one-click racing bet builder options.

One offer on today’s first race at 1:20pm sees a special from TV presenter Leonna Mayor, with three horses to place in the top five positions. 

Horse racing under the pump ahead of Cheltenham

The Cheltenham Festival begins during a time when the UK horse racing industry is under the spotlight, with British Horseracing Authority Chair Lord Charles Allen leaving his post last week. 

Racing Digital Chair Chris Batterham also left his position last month, although the company said he was asked to resign, while on a more global scale, Hong Kong Jockey Club Chief Executive Winfried Engelbrecht-Bresges recently warned that racing’s share of global wagering has declined significantly in recent years.

William Hill’s product launch today, though, shows that UK bookmakers still see big opportunities during key racing events like the Cheltenham Festival, despite concerns around the sport’s sustainability and the various challenges facing it.

The deployment follows a series of recent commercial agreements for Checkd Dev, which believes horse racing still has a huge influence on the market.

Andrew Grimshaw, Commercial Director at Checkd Dev, added: “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. 

“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.”