bet365 taps ZEturf to land horse racing in France

By jili tutorial · September 15, 2026

bet365 Teams Up with ZEturf to Launch Horse Racing Betting in France

Introduction: A Strategic Entry into a Specialised Market

Major UK‑based sportsbook bet365 has taken a significant step in its French expansion by partnering with ZEturf, a local horse racing specialist. The collaboration enables bet365 to offer a full range of pari‑mutuel horse racing betting markets tailored to French bettors. The service is available on both the desktop website and the mobile app, ensuring convenience across devices.

This move marks bet365’s most targeted attempt to crack the French racing sector—a market with distinct wagering mechanics that demand deep local knowledge and a high volume of bets.

Why the French Horse Racing Market Is Unique

The Pari‑Mutuel Model Explained

Unlike fixed‑odds betting common in the UK and elsewhere, French horse racing betting is based on the pari‑mutuel system. In this model:

All bets on a race are pooled together.
The operator takes a commission (known as the “takeout” or “deduction”).
The remaining pool is divided among winning ticket holders according to their stake.

This structure requires a large number of bets to function efficiently—small pools lead to low payouts and reduced appeal. Successful operators must attract a steady flow of wagers, which is why the French market has long been dominated by domestic players like ZEturf and PMU.

A Global Benchmark with Iconic Events

France is home to some of the world’s most prestigious horse racing events, including the Prix de l’Arc de Triomphe, the Grand Prix de Paris, and the Prix du Jockey Club. These races attract a highly knowledgeable and passionate betting community. Any operator hoping to compete must offer not only competitive odds but also expert insight, daily race programmes, and fast results—areas where ZEturf has built its reputation.

The bet365‑ZEturf Partnership: Combining Global Reach with Local Expertise

ZEturf’s Role

ZEturf is a long‑standing French brand that provides:

Daily race programmes and results
Expert tips and analysis
Online pari‑mutuel betting on both domestic and international races

By integrating ZEturf’s offering into its own technology platform, bet365 gains immediate access to a reliable local partner with a deep understanding of French betting habits and regulatory requirements.

bet365’s 25‑Year Commitment to Horse Racing

bet365 is no stranger to the sport. Headquartered in Stoke‑on‑Trent, the company has supported horse racing for more than 25 years and sponsors major events across the globe. The operator’s internal expertise in racing markets, combined with ZEturf’s local know‑how, creates a strong foundation for the new service.

What French Bettors Can Expect

Full pari‑mutuel market coverage – win, place, quinella, tiercé, and other traditional French bet types.
Same‑race features – while Bet Builder and Cash Out are primarily for fixed‑odds sports, bet365 has adapted its interface to handle the pari‑mutuel environment.
Cross‑device availability – seamless switching between desktop and mobile.

A Statement from bet365’s Leadership

Alex Sefton, Global Chief Marketing Officer at bet365, commented:

“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.”

bet365’s Broader French Expansion: More Than Horse Racing

This partnership is the latest chapter in bet365’s push into France. The operator secured an ANJ licence (from the French gambling regulator) earlier in May of the same year, allowing it to offer its flagship sportsbook features:

Bet Builder – create custom bets across multiple markets
Cash Out – settle a bet before an event ends
Bet Tracker – monitor live bets in real‑time
Sub On Play On – substitute players feature for football

The timing was deliberate: launching ahead of the 2026 FIFA World Cup gave bet365 a chance to capture French football fans before international tournaments.

Rising Global Ambitions

Beyond France, bet365 has also expanded into the US market, most recently launching in Washington DC. This international diversification reflects a strategic shift away from an over‑reliance on the UK.

Headwinds at Home: UK Tax Increases and Restructuring

While bet365’s global footprint grows, its home market is becoming more difficult. The company recently announced internal restructuring that will cut approximately 340 jobs across its offices in Stoke‑on‑Trent, Gibraltar, and Malta. This marks the fifth instance of layoffs across UK gambling conglomerates in 2026.

A bet365 spokesperson explained:

“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.”

The key driver is the increase in gambling tax introduced with the Autumn Budget in November 2025 (as of the timeline of this article). The UK government raised the remote gaming duty from 21% to 30%, significantly squeezing margins for online operators. The cumulative effect has forced several major companies, including Entain and Flutter, to reassess their cost structures.

A Deliberate Pivot Overseas

The timing of bet365’s French and US expansions looks increasingly strategic. By investing in regulated markets with strong growth potential, the operator can offset the financial pressure from UK tax changes. The horse racing partnership with ZEturf is a prime example of this outward focus.

Conclusion: A Sign of Things to Come?

bet365’s decision to enter French horse racing through a local specialist underscores its willingness to adapt to market quirks rather than impose a one‑size‑fits‑all model. If the partnership succeeds, it could pave the way for further deals with regional experts in other jurisdictions.

For now, French punters gain access to a global brand backed by 25 years of racing experience, combined with the granular local knowledge of ZEturf. And for bet365, every new market helps shield the business from the turbulence at home.