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Best Odds Guaranteed (BOG) is a concession offered by bookmakers that ensures you are paid at the Starting Price (SP) if it is bigger than the odds you originally took. During the Cheltenham Festival, where prices can move significantly from morning markets to the off, BOG can make a meaningful difference to returns.
If you take 5/1 about a horse and it drifts to 7/1 at the start, you are paid at 7/1 if it wins. If the price shortens, your original odds stand. In simple terms, you receive the better of the two prices.
On most UK racing, Best Odds Guaranteed is available as standard on the day of the race, typically from the morning onwards. However, fixed-odds bets placed well in advance do not usually qualify unless a bookmaker has specifically extended BOG to early Cheltenham markets.
That is what makes the Cheltenham Festival different. In the build-up to the meeting, bookmakers compete heavily for customers and may introduce early BOG offers on selected Festival races, allowing you to take advance prices without missing out if the Starting Price is bigger.
BOG normally applies to Win and Each Way bets in qualifying markets. It applies only to winning bets and is settled automatically if the SP is higher.
Below are selected bookmakers offering Best Odds Guaranteed on Cheltenham Festival markets.
Betfred runs a Best Odds Guaranteed policy on qualifying UK and Irish horse racing, including Cheltenham Festival races. If you place a Win or Each Way single bet after 8am on the day of the race, you will be paid at the bigger of the price you took or the official Starting Price. Full terms apply
Best Odds Guaranteed on UK and Irish horse racing, including the Cheltenham Festival, from 8:00am on the day of the race until the off.
The offer applies to Win and Each Way bets in qualifying markets and is applied automatically with no opt-in required. Ante-post bets do not qualify. Full terms apply
bet365 offers Best Odds Guaranteed on UK and Irish horse racing from 08:00 UK time if your selection wins (or places in an Each Way bet). Offer includes singles, multiples, and when Bet Boost is used on qualifying markets. Always review the full bet365 terms before placing your bet.
The table below outlines major bookmakers offering Best Odds Guaranteed on Cheltenham Festival races. Availability and race coverage may vary. Bets must be placed on the day of the race after the time shown in the ‘Place Time‘ column.
| Bookmaker | Place Time | Eligibility | Win Cap |
|---|---|---|---|
| Betfred | 8am | All members | None |
| bet365 | 8am | All members | None |
| William Hill | 8am | Invited customers, must opt in | £25k |
| Sky Bet | 9am | Sky Bet Club | Return + £50k |
| Paddy Power | 8am | All members, must opt-in | £1k |
| Coral | 8am | All members, exclusions apply* | £10k |
| Ladbrokes | 8am | All members | £10k |
| LiveScore Bet | 10am | Staked £25+ over the previous 7 days | Return + £50k |
| Virgin Bet | 10am | All Members | Return + £50k |
*excluded to customers who open accounts and deposit using PayPal, Paysafe, Skrill or Neteller
Best Odds Guaranteed is usually available on the day of the race across most major bookmakers. In the build-up to the Cheltenham Festival, some operators extend BOG to earlier markets, often from January onwards.
If you are placing early Cheltenham bets, checking whether BOG applies can help protect you against late price drifts.
While Best Odds Guaranteed is straightforward, each bookmaker applies its own rules. Most major UK firms offer BOG on day-of-race markets, typically from early morning prices onwards. Bets placed before that time, or in long-range ante-post markets, usually do not qualify unless the bookmaker has specifically extended BOG to Cheltenham in advance.
BOG generally applies to Win and Each Way fixed-odds bets only. In-play wagers, specials, boosted prices, match bets, and certain overseas races are commonly excluded. Some operators also apply maximum payout rules, meaning any additional winnings generated through BOG may be capped in line with standard betting limits.
For higher-stake bettors, payout limits can make a significant difference. If a horse drifts considerably between the morning price and the Starting Price, BOG can increase returns substantially, but always within the bookmaker’s published maximum payout structure.
Because terms vary, it is important to confirm whether BOG applies to the specific Cheltenham market you are betting on and whether any exclusions or caps are in place.
