Flutter and PMU Fortify B2B Alliance in French iGaming Market
Flutter Entertainment has announced the fortification of its B2B partnership with PARI MUTUEL URBAIN (PMU), France’s premier betting operator. This collaboration, which first commenced in 2010, has now evolved with PMU becoming the inaugural external brand to utilize Flutter’s proprietary B2B Sportsbook Platform.
Under the terms of this enhanced partnership, Flutter will equip PMU with a comprehensive multi-channel B2B Sportsbook Platform, featuring leading customer products and operational services. This arrangement builds on the existing provision of event management, fixed odds pricing, and risk management services, allowing PMU to tap into Flutter’s extensive global trading ecosystem and expertise.
PMU’s adoption of Flutter’s B2B Sportsbook Platform marks a significant milestone, with the French operator gaining access to continuous innovations and sports trading capabilities. The scalable nature of Flutter’s platform facilitates effortless integration and product deployment across all affiliated brands.
As Europe’s leading horse race betting operator and the third largest globally, PMU has a distinguished history of marketing responsible horse race betting since 1930. With over 1,100 employees, PMU operates across France through 14,000 retail outlets, racecourses, and online platforms, and maintains a strong international presence with over 120 partners in more than 50 countries. Horse race betting accounts for over 90% of PMU’s operations, with the company expanding into sports betting and poker with the liberalization of the French online gaming market in 2010.
PMU’s contributions are fully reinvested into the French horse racing associations, with a total of €835 million contributed in 2023. This funding not only sustains the French horse racing industry but also supports the myriad of direct and indirect employment opportunities within the sector. Through this partnership, Flutter and PMU continue to demonstrate their commitment to innovation, responsible gaming, and the enduring support of the horse racing ecosystem.
Tom Bowry, Chief Strategy Officer at Flutter, said: “We are delighted that PMU have chosen to extend our partnership and become the first external brand to adopt our B2B Sportsbook platform. This Sportsbook solution has been developed through a relentless focus on innovation and is powered by the exceptional expertise derived from our global portfolio of brands. We are excited about our B2B Sportsbook capabilities and the opportunities available to us in the future as we continue to invest to meet evolving customer needs and expectations.”
Emmanuel Vacher, e-commerce Director at PMU, said: “PMU.fr is the undisputed leader in the online horse racing betting market and also offers sports betting and poker. In sports betting, we were looking to simplify our architecture through a turnkey solution and to concentrate our efforts on Marketing and CRM . Flutter’s offering meets this need. Alongside them, we are now engaged in a multi-year partnership. Our common objective is, thanks to the expertise and technological capabilities of Flutter, to have within PMU.fr a leading Sports betting offer, services and user experience -such as for horseracing- and to gain market share”.
