bet365 is undergoing a robust expansion in the United States, and it has officially added the state of Tennessee to its operations. It has recently acquired a license to operate in Tennessee, and the Tennessee Sports Wagering Council has listed Bet365 as a licensed and regulated operator on the 11th of February.

Great Britain's sportsbook giant bet365 is continuing to make further strides in its US expansion, having secured a license to run in the state of Tennessee. The TSWC, or the Tennessee Sports Wagering Council, has officially listed bet365 as an approved Volunteer State operator, confirming that the company received its license on February 11, 2025.

While no official launch date has been announced by either bet365 or Tennessee regulators, the move marks another significant step in the operator's steady growth across the US market. Once operational, bet365 will join a highly competitive market alongside established brands such as DraftKings, FanDuel, BetMGM, Fanatics, Caesars, Hard Rock, and ESPN Bet.

An ever-expanding footprint in the US market

The Tennessee license approval comes as part of bet365's greater US expansion strategy. The brand already operates in 11 states and received approval to enter Illinois in December of 2024. In October 2024, a spokesperson from bet365 emphasized the company's commitment to "driving growth in our live states," demonstrating its focus on strategic market penetration and customer engagement.

In addition to the US, bet365 has also been growing its presence in Latin America. The sportsbook launched in Brazil only last month, capitalizing on the country's recent decision to allow commercial operators at the beginning of 2025. With Brazil representing one of the largest sports betting markets in the world, bet365's simultaneous expansion in North and South America underlines its ambition to solidify its position as a leading global operator.

Tennessee's thriving sports betting market

Tennessee's approval of bet365 comes amid a period of robust growth for the state's sports betting industry. The state was the first in the US to launch online-only sports betting, a model later adopted by Wyoming and Vermont. This framework has proven highly successful, driving significant betting activity since the state's legal market debuted in November of 2020.

According to the Tennessee Sports Wagering Council's latest revenue report, Tennesseans placed $549 million in sports bets in January of 2025, making it the fourth-highest monthly handle recorded in the state's history. This figure represents a 17.4% increase compared to January 2024.

Tennessee's all-time monthly record for sports wagering remains at $598.6 million, set in November 2024. However, the state does not disclose betting activity by operator or reveal sportsbook revenue details, making it unclear how much each brand contributes to the overall market share.

What this means for bet365

Gaining entry into Tennessee provides bet365 with another key foothold in the rapidly expanding US sports betting industry. The state's established market and strong wagering figures make it an attractive destination for operators looking to capture a share of the growing audience. With a customer base already familiar with top competitors, bet365's challenge will be to differentiate itself through competitive odds, user-friendly technology, and promotional incentives.

As bet365 prepares for its Tennessee launch, the company continues to balance expansion with a commitment to responsible gambling. Like other states, Tennessee enforces strict regulatory measures to ensure compliance and consumer protection, which bet365 will need to adhere to as it enters the market.

With no confirmed launch date, it remains to be seen when bet365 will go live in Tennessee. However, given its track record of swift market entries following license approvals, the brand is likely to become operational in the near future. As competition strengthens among sportsbooks in the state, bet365's ability to carve out a substantial market share will depend on its promotional strategies and user experience.