The prize is yours to keep or sell
When you win a prize in a UK competition, it belongs to you outright once it has been awarded and any identity verification is complete. That means you are free to keep it, use it, gift it, or sell it. There is no rule that forces you to hold on to a house, a car, or any other prize. What changes depending on your choice is the practical cost of keeping it and, in some cases, the tax treatment if you sell it later.
Can you sell a prize you win?
Yes. Once a prize is legally yours, you can sell it like anything else you own. Many winners of high-value prizes such as houses and cars choose to sell rather than keep them, either because the running costs do not suit their circumstances or because they would simply prefer the cash. Some competitions also offer a cash alternative at the point of winning, which avoids the need to sell at all. Always check the competition terms, because the cash alternative is usually lower than the headline prize value.
Winning itself is tax-free
In the UK, the act of winning a competition prize is not taxed. You do not pay income tax or capital gains tax simply for receiving a prize, whether it is cash, a car, or a house. Tax only becomes relevant later, and only in the specific situations covered below.
What it costs to keep a house you win
Winning a house is not the same as winning a cost-free home. You do not pay Stamp Duty Land Tax on a property you win, because you did not buy it, but you do take on the ongoing costs of ownership. These include council tax, buildings and contents insurance, utilities, general maintenance, and any service charges or ground rent on a leasehold property. If you plan to keep a won house as a second home or to let it out, the running costs and the tax treatment are different again, so it is worth working out the real annual cost before deciding.
What it costs to keep a car you win
A car comes with insurance, vehicle excise duty (road tax), fuel or charging, servicing, and depreciation. For a high-value or high-performance car, insurance alone can be significant. None of this makes keeping the car a bad idea, but it is the reason many winners of car competitions decide to sell and take the value as cash instead. The good news on tax is that private cars are generally exempt from capital gains tax, so selling a car you won does not usually create a tax bill.
Keep it or sell it
You enjoy the prize directly but take on running costs such as insurance, council tax, and maintenance.
You release the cash value but may face capital gains tax on a property that is not your main home.
Where offered, you avoid selling entirely, though the cash figure is usually lower than the prize value.
Tax when you sell a prize later
This is where the detail matters. While winning is tax-free, selling certain prizes later can have tax consequences. If you sell a property that is not your only or main home, capital gains tax may apply to any increase in value between when you acquired it (its market value when you won) and when you sell. If you live in the house as your main residence, Private Residence Relief usually reduces or removes that gain. Cars are generally exempt from capital gains tax as private vehicles. For other valuable items, the chattels rules and the annual capital gains allowance may apply. The figures and reliefs change over time, so check the current position before you sell.
Get advice on big decisions
This guide is general information, not financial or tax advice. For a high-value prize such as a house, a short conversation with an accountant or tax adviser before you sell can save far more than it costs, because your personal circumstances change the answer.
A sensible plan after a big win
- Confirm the win and complete any identity verification with the platform.
- Check the terms for a cash alternative and compare its value with the prize.
- Work out the real annual cost of keeping the prize, including insurance and tax.
- Decide whether to keep, sell, or take the cash alternative based on those numbers.
- If you plan to sell a property, take professional advice on any capital gains tax first.
How prizes work on Odds Up
On Odds Up, every prize is clearly described on the competition page before you enter, so there are no surprises about what you are playing for. Cash prizes are paid by bank transfer after identity verification, and physical prizes are sent by tracked courier. Where a competition offers a cash alternative, it is stated in the terms. Winning is always tax-free, and what you do with your prize afterwards is entirely your choice.