bet365 Enters French Horse Racing Through ZEturf Partnership

France.- 15 September 2026 | www.zonadeazar.com bet365 has expanded its French offering through a partnership with ZEturf that will introduce a full range of pari-mutuel horse-racing betting markets.

The new vertical will be available through both the operator’s desktop website and mobile application and represents another step in bet365’s expansion within the French regulated market.

The agreement combines bet365’s international technology and distribution scale with ZEturf’s established expertise in French horse racing and online pari-mutuel wagering.

Expansion of the French Product

bet365 formally entered France in May 2026 under a licence from the Autorité Nationale des Jeux, ANJ.

Its initial launch focused largely on sports betting and included flagship features such as:

  • Bet Builder.
  • Cash Out.
  • Bet Tracker.
  • Sub On Play On.

Horse racing now broadens the local product proposition.

The Pari-Mutuel Model

French horse-racing betting has an important structural distinction from conventional fixed-odds sportsbook markets.

Much of the market operates through pari-mutuel wagering.

Under this system, stakes are pooled and returns are calculated according to the final pool and the distribution of winning bets.

The model relies heavily on sufficient wagering liquidity.

ZEturf Provides Local Expertise

ZEturf is an established specialist within France’s horse-racing ecosystem.

Its services include:

  • Daily race programmes.
  • Results.
  • Expert tips.
  • Racing information.
  • Online pari-mutuel betting on domestic and international racing.

For bet365, the partnership provides access to specialised local expertise within a highly distinctive betting vertical.

Integration Into bet365 Technology

ZEturf’s horse-racing capability will be incorporated into bet365’s proprietary technology environment.

The approach keeps players within a single user experience rather than requiring them to move to an external racing platform.

Desktop and Mobile Availability

Customers will be able to access the product through:

  • Desktop.
  • Mobile app.

This provides continuity between devices and reflects the operator’s wider product model.

More Than 25 Years in Horse Racing

bet365 has supported and offered wagering on horse racing for more than 25 years.

The company also sponsors major events across the international racing calendar.

Its move into France brings that experience into one of Europe’s most established racing markets.

Alex Sefton Highlights France

bet365 Global Chief Marketing Officer Alex Sefton described the French launch as an important milestone for the group.

He highlighted France’s global racing reputation, iconic competitions and knowledgeable racing audience.

France’s Racing Heritage

France operates a high-profile network of racecourses including:

  • ParisLongchamp.
  • Chantilly.
  • Deauville-La Touques.
  • Saint-Cloud.
  • Auteuil.

The calendar includes major fixtures with significant international recognition.

Qatar Prix de l’Arc de Triomphe

The Qatar Prix de l’Arc de Triomphe is among the market’s most important assets.

Held at ParisLongchamp, it is one of the world’s most prestigious Flat races and attracts substantial international attention.

bet365’s new racing proposition gives the operator a direct route into that ecosystem.

Flat and Jumps Racing

France offers an extensive combination of:

  • Flat racing.
  • Hurdles.
  • Steeplechase.

This provides year-round variety for racing bettors.

Importance of Liquidity

Liquidity is particularly important in pari-mutuel betting.

Larger pools can create more robust markets and help improve the customer experience.

A large international operator can potentially contribute additional activity to those pools.

Localisation Rather Than Replication

The agreement illustrates a localisation-led strategy.

bet365 is not simply reproducing a British sportsbook model in France.

It is adapting its offering to a form of wagering deeply embedded in the local racing culture.

ZEturf as a Local Bridge

ZEturf effectively acts as a bridge between bet365’s global platform and the specific mechanics of the French racing market.

The partnership reduces implementation complexity while allowing bet365 to retain its own user environment.

Greater Product Competition

Adding horse racing strengthens competition within France’s regulated betting market.

For bet365, broader product depth can support higher engagement and retention.

Cross-Selling Opportunity

Sportsbook users can be introduced to racing products.

Horse-racing customers can also engage with other sporting markets available through the same account.

This type of cross-selling can raise overall customer value.

International Expansion

France forms part of bet365’s wider international expansion strategy.

During 2026, the company has continued to increase its exposure outside the United Kingdom.

Building Beyond the World Cup

bet365’s initial French launch came ahead of the 2026 FIFA World Cup.

The tournament offered an immediate acquisition and brand-awareness opportunity.

Horse racing gives the operator a product capable of sustaining activity beyond major football cycles.

Daily Content

Racing provides betting content on a near-daily basis.

This can help reduce dependence on seasonal peaks in football and other major sports.

High Event Frequency

Multiple meetings and races during the same day also create frequent engagement opportunities.

French Regulation

bet365 remains subject to ANJ supervision.

France operates a demanding framework around areas including:

  • Advertising.
  • Player protection.
  • Responsible gambling.
  • AML.
  • Integrity.
  • Promotions.

The expanded racing proposition will need to operate within those standards.

Strategic Commitment

France is regarded as one of Europe’s more tightly regulated gambling markets.

Expanding the product only months after entry therefore signals a longer-term commitment.

Industry Context

The agreement reflects a wider European betting trend.

Major international operators increasingly work with local specialists when entering markets with distinctive product or regulatory requirements.

French pari-mutuel horse racing is a clear example.

ZEturf provides local racing expertise, while bet365 contributes technology, distribution and international scale.

Next Steps and Impact

French bet365 customers will now be able to access pari-mutuel horse-racing markets directly through the operator’s desktop and mobile platforms.

For bet365, the partnership expands its French portfolio and reduces reliance on conventional sports betting alone.

For ZEturf, the agreement provides exposure to the audience and distribution capabilities of one of the world’s largest betting brands.

The move also strengthens bet365’s position in a market it entered only months ago.

After launching sports betting under an ANJ licence in May, the company is now adding a vertical deeply connected with France’s sporting culture.

The combination of international technology and local horse-racing expertise marks a further stage in bet365’s expansion across continental Europe.

Editó: @fonta

Compartir: