William Hill Affiliate Program Review (2025) — Commissions, Payments & GEOs

Introduction

The William Hill Affiliate Programme is one of the oldest and most reputable affiliate programs in the iGaming industry. Built around a brand with over 90 years of heritage, it allows partners to monetise traffic through William Hill’s broad product range — sports betting, casino, poker, bingo, and more.

It is best suited for affiliates targeting regulated markets where William Hill has strong brand recognition, including the UK, Spain, Italy, and licensed US states. The program’s long-standing reputation, diverse verticals, and flexible commission structures make it an attractive choice for both sports and casino affiliates.

Affiliate Program Overview

• Program Name: William Hill Affiliates
• Official Website: affiliates.williamhill.com
• Brand: William Hill (Sports, Casino, Poker, Bingo, Vegas, Live Casino, Games)
• Parent Company: William Hill (part of 888 Holdings plc)
• Year Founded: Brand founded in 1934; affiliate program active for decades
• Languages Supported: English, Spanish, Italian, and others via Income Access
• Accepted GEOs: Regulated markets: UK, Italy, Spain, and selected US states
• Verticals: Sports Betting, Casino, Live Casino, Poker, Bingo, Vegas, Games

Commission Models

• RevShare: 30% for Sports, Casino, Vegas, Games, and Live Casino; 15% for Bingo and Poker
• CPA: Custom, one-time payments per new depositing player (negotiated individually)
• Hybrid: Available on request, combining CPA and RevShare
• Sub-affiliate Commission: Not publicly disclosed

Payment Terms:

• Negative Carryover: Yes (balances roll over until cleared)
• Minimum Payout: $50 for bank/e-wallet transfers; $5 for some e-wallets
• Payout Frequency: Monthly, during the following month
• Payment Methods: Bank Transfer, Skrill, Neteller

Promo Tools and Dashboard

• Powered by Income Access for tracking and analytics
• Banners, text links, and marketing creatives available
• Deeplinks supported for targeted promotions
• S2S Postback available for accurate conversion tracking
• Real-time reporting for clicks, sign-ups, and revenue
• API access likely available (confirm with your account manager)
• Mobile dashboard fully functional for performance monitoring

Pros and Cons

Pros:

• Strong global brand with over 90 years of trust
• Broad product range across multiple gambling verticals
• Flexible commission models (RevShare, CPA, Hybrid)
• Reliable Income Access platform with detailed tracking

Cons:

• Negative carryover policy reduces short-term earnings
• Strict compliance rules in regulated markets
• Sub-affiliate program not clearly defined

Reputation and Reviews

The William Hill Affiliate Programme enjoys a solid reputation for reliability, professionalism, and timely payments. Affiliates praise its strong brand recognition and the quality of support provided by the affiliate team.

The main drawback is the negative carryover policy, which can impact monthly income compared to competitors without it. Despite this, William Hill remains a trusted and profitable partner for affiliates with regulated-market traffic.

Affiliate Support

• Account Manager: Yes, each affiliate receives a dedicated manager
• Support Channels: Email and web contact form
• Responsiveness: Generally professional and helpful
• Languages: Multi-language support for key GEOs

How to Join

1. Visit affiliates.williamhill.com
2. Click “Join Now” and complete the registration form
3. Submit your business details, traffic sources, and target GEOs
4. Wait for manual approval (typically within a few business days)
5. Access dashboard, creatives, and tracking links once approved

Conclusion and Recommendation

The William Hill Affiliate Programme is a top-tier option for affiliates focusing on sports betting and casino traffic in regulated markets. Its historic brand, diverse verticals, and reliable payouts make it a strong long-term choice.

Best suited for:

• Affiliates targeting regulated markets (UK, Spain, Italy, US)
• Sports and casino content creators

Limitations:

• Negative carryover policy
• Strict compliance requirements
• No clear sub-affiliate program

FAQ

• Q: What is the minimum payout? A: $50 for most transfers; $5 minimum for selected e-wallets
• Q: Does William Hill have negative carryover? A: Yes, balances roll over until cleared
• Q: What commission models are available? A: RevShare (30%/15%), CPA, and Hybrid deals
• Q: How often are payments made? A: Monthly, with processing the following month
• Q: What products can I promote? A: Sports, Casino, Live Casino, Poker, Bingo, Vegas, and Games