Best Odds Guaranteed: What It Is and How to Make the Most of It
Best Odds Guaranteed — universally abbreviated to BOG — is one of the most consistently valuable promotions offered by UK bookmakers, primarily on horse racing. If you're betting on horses without using BOG bookmakers, you're almost certainly leaving money on the table. This guide explains exactly how BOG works and why it matters.
What Is Best Odds Guaranteed?
Best Odds Guaranteed is a promotion offered by many bookmakers that ensures you receive the higher of either the price you took when placing your bet (the "early price") or the Starting Price (SP) at the time the race begins.
In practical terms: if you back a horse at 8/1 in the morning and it drifts (odds lengthen) to 12/1 by the time the race starts, you'll be paid out at 12/1. The bookmaker guarantees you always receive the best price available.
If the odds shorten (the horse's price comes in), you keep your early price. You can never be worse off by taking an early price with a BOG bookmaker than if you had waited for SP.
Starting Price: What It Is
The Starting Price (SP) is the official industry price of a horse at the start of a race. It's calculated from the on-course bookmakers' prices in the final moments before the off. SP is set by an independent SP Reporter and published officially for all races.
SP betting is available with all bookmakers — you simply choose SP when placing your bet and receive whatever price is returned. BOG guarantees you can take an early price and always receive at least SP.
Why BOG is So Valuable
Horse racing prices fluctuate significantly between morning and race time. There are three common scenarios:
The Price Drifts (Gets Longer)
A horse that opened at 8/1 and drifts to 12/1 by race time has "drifted." With BOG, you'll be paid at 12/1 if you took the 8/1 price. Without BOG, you're stuck at 8/1 while SP bettors receive 12/1.
The Price Shortens (Comes In)
A horse at 8/1 that steams into 4/1 before the off has "come in." Without BOG you'd get 4/1 if betting at SP. With BOG and an early price, you keep your 8/1. Either way, BOG protects you.
The Price Stays Roughly the Same
BOG has no extra value here — you simply receive the price you took.
Statistics on BOG Value
Studies by the Racing Post and various betting analysts have shown that horses taken at early prices receive a significantly better average return than SP over large sample sizes. SP consistently underperforms early prices for backers due to the on-course market compression in the final minutes before races. BOG captures this upside.
One commonly cited figure is that BOG is worth approximately 5–8% extra value on average for morning-price bettors in horse racing — an enormous edge over a year of betting.
Which Bookmakers Offer BOG?
Most major UK bookmakers offer BOG on horse racing, though terms vary:
- Some offer BOG on UK and Irish racing only
- Some restrict BOG to certain hours (e.g. bets placed before 1pm)
- Some exclude certain bet types (e.g. multiples, EW bets, or specific race types)
- Some have maximum payout caps on BOG-boosted winnings
Always check the specific terms of each bookmaker's BOG promotion before assuming coverage.
How to Use BOG Effectively
Bet Early on Market Leaders
Heavily supported favourites often drift in the final minutes as the market adjusts to weight of money. Taking an early price on the morning favourite can secure a better price than SP.
Combine with Each-Way Betting
Where BOG applies to each-way bets (check terms), a drifting horse at longer odds in a big field can see both the win and place portions of your bet paid out at significantly higher odds than you took.
Use Multiple BOG Accounts
Different bookmakers sometimes have slightly different morning prices. Shop around for the best early price on your selection, ensuring the bookmaker offers BOG — then you get the best of both worlds.
Major Race Festivals
BOG is especially valuable during Cheltenham Festival, Royal Ascot, and the Grand National meeting when markets are heavily traded and prices shift dramatically throughout the morning as information and money flows.
BOG and Ante-Post Betting
Note that BOG typically does not apply to ante-post bets — those placed days or weeks before the race. Ante-post prices are usually clearly marked and subject to different terms. See our ante-post betting guide for more detail.
Conclusion
Best Odds Guaranteed is one of the most concrete, measurable advantages available to recreational horse racing bettors. By always using BOG bookmakers for morning-price bets, you systematically improve your returns with no additional analysis required.
Browse our horse racing section for today's racing, and check our bookmakers page to see which sportsbooks currently offer Best Odds Guaranteed.