Evoke plc-owned William Hill has celebrated its “most profitable day” at the Cheltenham Festival in the history of the business.
Evoke plc-owned William Hill has celebrated its “most profitable day” at the Cheltenham Festival in the history of the business.
According to a press release, Wednesday 11 March marked a sea change for the operator, after Day One of the festival on Tuesday sent “losses into the millions thanks to two winning Epic Boosts”.
The turnaround on Wednesday was driven by losses among favourites including No Drama This End, Romeo Coolio, Majborough and Be Aware.
According to William Hill, only “a few renewals of the Grand National” had seen the brand generate a larger profit on a standalone horse racing event.
The news follows William Hill’s projection earlier in the week that an industry total of £450m would be wagered on the event across its four days.
“The battle between us and the punters over the four days of the Cheltenham Festival is unrivalled in Jumps racing,” commented William Hill spokesperson Lee Phelps.
“We’re expecting around £450m to be wagered over the four days, which makes it the most bet-on racing festival of the year, and it’s a hugely important week for us.
“One day the fancied runners can go and get beat and everyone on the trading floor is cheering, and the next it can swing right back to the punters. Bring it on!”
William Hill continues longstanding Cheltenham partnership
This year’s festival sees the continuation of William Hill’s longstanding association with Cheltenham.
In 2018, the business entered into on-site fixed-odds betting shops across racecourses, including Cheltenham.
Originally agreed for a five-year term, that agreement sees the brand continue to “provide a High Street retail betting shop experience across several outlets on the Cheltenham Racecourse site.”
The brand’s sponsorships of Cheltenham events goes back even further, having sponsored the Festival Trophy Handicap Chase from 1998 to 2010 and the Supreme Novices’ Hurdle in 2009, 2012, and 2013.
As of October 2024, the brand became the new sponsor of the County Handicap Hurdle at the event.
“As William Hill celebrates over 90 years in the industry, we’re embracing our heritage and being part of horse racing’s biggest days is something we’ve done throughout our history,” said William Hill head of media and sponsorship Daryl West earlier this week.
“Race days don’t come much bigger than Gold Cup Day, so we’re delighted to be a part of it and will be back again for the Cheltenham Festival in 2026,” he added.