British sportsbook giant bet365 is making significant strides in its U.S. expansion, having recently secured a license to operate in Tennessee. The Tennessee Sports Wagering Council confirmed the approval on February 11, marking another milestone for bet365 as it continues to broaden its footprint across the United States.
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bet365’s entry into Tennessee is part of a broader strategy to enhance its presence in the U.S. sports betting landscape. The company, already operational in 11 states, is focused on “driving growth in our live states,” according to a spokesperson. This latest move positions bet365 alongside industry heavyweights such as FanDuel, DraftKings, BetMGM, Caesars, ESPN Bet, Fanatics, and Hard Rock, all of which are active in the Volunteer State.
While a specific launch date for bet365 in Tennessee has yet to be announced, the approval signifies the brand’s commitment to expanding its reach and tapping into new markets. The company’s recent ventures include entering Illinois and launching operations in Brazil, where it went live at the start of 2025 as the country opened its doors to commercial operators.
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Tennessee’s sports betting market has proven to be a lucrative arena for operators. As the first state to offer an online-only sports betting model, Tennessee has set a precedent that has been followed by Vermont and Wyoming. In January 2025, Tennesseans wagered a staggering $549 million on sports, marking a 17.4% increase from the previous year and the fourth-highest monthly handle since the market’s inception in November 2020.
Despite the impressive figures, Tennessee does not disclose betting activity by individual operators, nor does it provide detailed revenue information for sportsbooks. However, the state’s record for gross sports wagers was set in November 2024, with a total handle of $598.6 million.
The competitive landscape in Tennessee presents both opportunities and challenges for bet365 as it prepares to enter the market. With established players already vying for market share, the British sportsbook will need to leverage its global expertise and innovative offerings to capture the attention of Tennessee bettors.
As bet365 gears up for its Tennessee debut, industry observers will be watching closely to see how the brand navigates this dynamic market and what impact its entry will have on the state’s thriving sports betting scene.
