Major UK-headquartered sportsbook bet365 is bringing horse racing closer to users in France through a new partnership with ZEturf.
Together with horse racing specialist ZEturf, bet365 will offer a full range of pari-mutuel horse racing betting markets tailored to the operator’s latest French expansion campaign.
The offer will be available through both the bet365 desktop website and its mobile app, ensuring coverage across all convenience preferences.
One of the intricacies of the French horse racing betting market is that it is based on the pari-mutuel model, demanding a high volume of wagers to operate efficiently.
Therefore, tapping into ZEturf – a long-standing brand that offers daily programmes, results, expert tips and online pari-mutuel betting on domestic and international horse races – bet365 takes full advantage of a strong local player’s expertise while fully integrating it into its proprietary technology platform.
This is not to say that bet365 isn’t an expert in horse racing itself, quite the opposite in fact. The Stoke-on-Trent-based online bookmaker has been supporting the sport for more than 25 years now, and sponsors premier events on the horse racing calendar across the globe.
Capitalising on the opportunities that France has to offer for horse racing is just the latest milestone in the operator’s international expansion.
Alex Sefton, Global Chief Marketing Officer at bet365, said: “The launch of our horse racing betting service in France marks a major milestone in bet365’s development. The French market is a global benchmark, driven by iconic competitions and a highly discerning community of enthusiasts.
“We are proud to leverage over 25 years of horse racing betting expertise to offer an experience that combines the excellence of French pari-mutuel betting with the standards of innovation, performance, and quality for which bet365 is renowned internationally.”
UK woes lead to horizon expansion
As a reminder, bet365 entered France on an ANJ licence earlier in May, introducing its flagship features like Bet Builder, Cash Out, Bet Tracker and Sub On Play On just in time to attract French bettors ahead of the 2026 FIFA World Cup.
And while the operator seems to be on the front foot with its international expansion this year, also celebrating a recent launch in Washington DC, bet365 is facing challenges in its home market of the UK.
Last week, the brand announced that it is undergoing internal restructuring that will see around 340 jobs being cut, affecting its offices in Stoke-on-Trent, Gibraltar, and Malta.
This represented the fifth instance of layoffs across UK gambling conglomerates in 2026, which many have blamed on the increase in gambling tax introduced with last November’s Autumn Budget.
“As an international business, we continually review and assess our operations to ensure the business’ long-term future. We’re currently facing a highly competitive trading environment, plus increased regulatory and tax-related costs,” a bet365 spokesperson told SBC News at the time.
Perhaps bet365’s heightened international focus is a sign of things to come.
