Long spent three decades coaching in the Ontario Hockey League with the Niagara Falls Flyers, London Knights and Ottawa 67's. He played with the Pittsburgh Hornets of the IAHL in the 1939-40 season. The OHL created the Bill Long Award in his honour, for distinguished lifetime service to the league. He won the Memorial Cup with the Flyers in 1965. Long was awarded the Matt Leyden Trophy as Coach of the Year in 1976-77. He died in London, Ontario, in 2006 after suffering from Alzheimer's disease later in life.