Definition
Best odds guaranteed is a bookmaker concession, mainly on horse and greyhound racing, where if a bettor takes an early price on a selection and the starting price (SP) turns out to be bigger, the bet is paid at the larger SP instead of the price taken. It applies to win and each-way bets placed from a set time before the race, usually with a maximum-odds and sometimes a stake cap.
It removes the downside of taking an early price that then drifts.
BOG is a genuine value concession - it can only help the bettor relative to not having it - but it is a promotion offered selectively (certain customers, certain races, sometimes withdrawn from winning bettors) and it does not overcome the book's margin overall. It is a common point of comparison between racing bookmakers.
In context
For affiliates, best odds guaranteed is a real and comparable feature to cover in racing content, and one of the few concessions that unambiguously benefits the bettor. Content should explain exactly how it works (early price versus SP, paid at whichever is bigger), the conditions (which bet types, from what time, any maximum odds or stake cap), and that it is offered selectively - not every customer or race, and it can be reduced or removed for accounts the book identifies as sharp.
Comparing racing bookmakers on whether they offer BOG, and on how generous the terms are, is genuinely useful.
The honest framing is that BOG improves the value of taking an early price but does not make racing betting profitable - the book's margin still applies, and BOG is a marketing concession the book can afford across its whole customer base. Content should not present BOG as a way to beat the book or as a reason to bet more, and should carry age-gating and responsible-gambling messaging.
For affiliate-facing content, the framing is that best odds guaranteed pays the bigger of the early price and the SP on eligible racing bets, that it is a genuine but conditional and selectively offered concession, that it is a legitimate racing-bookmaker comparison point, and that it should be explained with its conditions and without a beat-the-book framing.
Worked example
An affiliate's racing-bookmaker comparison notes which books offer best odds guaranteed and their terms: win and each-way bets from morning prices, no maximum odds at one book and capped at 20.0 at another, applied to UK and Irish racing. It explains BOG pays the bigger of the early price and SP, is offered selectively, and does not overcome the book's margin.
Responsible-gambling messaging is present.
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