Not all sports betting markets are created equal…
Some give bookmakers a much bigger edge than others, making them harder to beat over the long term.
So in this guide, I’ll rank the best sports betting markets and explain why they’re worth considering whatever your position.
What Makes the Best Sports Betting Market?
Now before we start ranking them, it’s worth understanding what actually makes one betting market better than another.
The biggest factor is bookmaker margin (also called the overround). This is the built-in profit margin the bookies add to every market. However, it’s not the same on every market.
Popular betting markets like Match Odds and Over/Under Goals are usually priced much more competitively than niche markets. This means more of your stake goes towards the bet rather than the bookies back pocket. Here’s an example of what I mean…
See how those two outcomes are very close to evens?
The amount of money being staked on a betting market also plays an important role. Bets that attract lots of money and attention are always priced more efficiently. The bookies don’t have a choice in the matter, they are competing harder for your business (and there’s more pricing data available).
In contrast, smaller, more specialised markets often carry higher margins and less favourable odds.
So for the purpose of this ranking, I’m going to focus on the markets that generally offer the lowest bookmaker margins, strongest odds, and the fairest pricing.
Disclaimer: while no betting market guarantees a profit, these characteristics can help put you in a better position over the long run.
1. Betting Exchanges (The Best Place to Bet)
Now, if we want to get the best possible price, the betting exchanges are hard to beat (regardless of which). Unlike traditional bookmakers, on an exchange we’re betting against other people rather than the bookmaker itself, so there isn’t a built-in bookmaker margin inflating every market. This inevitably leads to better prices…
If you’re interested, see this list of the best betting exchanges in the UK.
Exchanges make money by charging a small commission on winning bets. Even after accounting for this, you’ll often find better odds than those available with a sportsbook. If you take a look at my screenshot below you will see peoples money being traded below the prices.
In some cases, commission-free exchange promotions give us the best possible outcome.
The combination of better prices and lower costs is why betting exchanges sit at the top of my list. They’re one of the fairest places to bet and can make a noticeable difference over hundreds of bets. The only downside is that exchanges can feel unfamiliar to beginners, particularly with features like lay betting. However, if you’re serious about getting the best value for your money, they’re well worth learning how to use now.
2. Two-Outcome Markets – Simplicity Works!
If you’re betting with a traditional bookmaker, simple two-outcome markets are often one of the best places to start. Markets like Both Teams to Score and Over/Under Goals attract plenty of betting activity, encouraging bookmakers to offer more competitive prices.
That means these markets usually have lower bookmaker margins than niche options like cards or corners. For example, a Both Teams to Score market might have an overround of around 2 to 3%, while a more specialised market can be significantly higher. They’re not necessarily easier to predict, but they are often priced more fairly.
For beginners, simple two-outcome markets are a sensible way to avoid paying unnecessarily high bookie margins.
3. Match Odds in Football
The Match Odds market is one of the most popular in sports betting, which is exactly why it earns a place on this list. So much money is traded on home, draw and away outcomes. The bookies are forced to compete aggressively here. Again, it makes for lower margins than elsewhere. It’s where you can get some of the best football odds.
Timing also matters. Prices tend to become more accurate in the hour before kick-off, once team news is confirmed, the weather is known, and the market has had time to react to new information. This increased competition often leads to fairer odds for bettors.
As a general rule, if you’re betting with a bookmaker, Match Odds is usually a better choice than many niche markets. It may not be the most exciting market available, but its competitive pricing makes it one of the best sports betting markets to consider over the long run.
4. Value Bets
Finding a value bet means getting bigger odds than the true probability of an outcome. It’s one of the few ways to gain a mathematical edge over a bookmaker. However, it deserves far more explanation than we can cover here, so check out this article about how you find value in betting odds.
If you’d like to learn how value betting works, how to spot value bets, and why they’re so important to long-term success, check out our dedicated guides linked below.
5. Sportsbook Promotions
Sportsbook promotions can also be among the best betting markets to take advantage of. But, this is only when they genuinely improve the odds in your favour. While many offers are designed to encourage more betting, some promos provide real value when used correctly.
Examples include odds boosts, free bets, Bet & Get offers, Extra Places and 2Ups. The key is to compare the promoted price against the wider market rather than assuming every offer is a good deal. A boosted price that’s still worse than the exchange, for example, isn’t much of a boost at all.
Used selectively, promotions can outperform standard bookmaker prices and even create positive expected value opportunities. If you’d like to learn how to identify the best offers, our matched betting tips and guides explain the process in more detail.
Betting Markets to Be More Careful With
Not all betting markets offer the same value. While there’s nothing wrong with betting on niche markets if you enjoy them, they often come with higher bookmaker margins, meaning you’re getting less for your money before the event has even started.
Markets such as Bet Builders, Correct Score, Player Props, Cards, Corners and Shots on Target are popular because they’re entertaining and offer the chance of bigger payouts. The trade-off is that they’re usually harder to price accurately and less competitive, allowing bookmakers to build in a larger edge.
That doesn’t mean you should avoid these markets altogether. Instead, treat them with a little more caution and always compare prices where possible. If you’re looking to maximise value over the long run, simpler, more liquid markets will generally put you in a stronger position.
Picking the right market is only half the problem though! You need to learn how to identify a good price in a good maket to really make things pay. Take a look at the previously mentioned resources for more help.
Related: Anytime Goalscorer Betting Explained (Avoid These Mistakes)
