Predicting bookmaker odds and efficiency for UK football

The efficiency of gambling markets has frequently been questioned. In order to investigate the rationality of bookmaker odds, we use an ordered probit model to generate predictions for English football matches and compare these predictions with the odds of UK bookmaker William Hill. Further, we develop a model that predicts bookmaker odds. Combining a predictive model based on results and a bookmaker model based on previous quoted odds allows us to compare directly William Hill opinion of various teams with the team ratings generated by the predictive model. We also compare the objective value of individual home advantage and distance travelled with the value attributed to these factors by bookmakers. We show that there are systematic biases in bookmaker odds, and that these biases cannot be explained by William Hill odds omitting valuable, or excluding extraneous, information.