PMU to use Flutter’s B2B sportsbook platform


  • 3 min read
PMU to use Flutter’s B2B sportsbook platform

Flutter Entertainment is excited to announce the extension of its B2B partnership with prominent French operator PARI MUTUEL URBAIN (PMU), further solidifying a collaboration that originated in 2010.

In this extended partnership, Flutter will furnish PMU with a comprehensive multi-channel B2B Sportsbook Platform, featuring cutting-edge customer products and associated operational services. This expansion encompasses the provision of event management, fixed odds pricing, and risk management services. PMU stands to gain from Flutter’s extensive global trading ecosystem and expertise, utilized across all of Flutter’s B2C and B2B brands.

PMU will be the inaugural external brand, beyond the Flutter Group, to operate on this distinctive solution. Under this augmented alliance, PMU will reap the rewards of Flutter’s ongoing investment in the B2B Sportsbook Platform and sports trading capabilities. The scalable nature of the offering ensures seamless product deployments across all brands utilizing the platform.

Tom Bowry, Chief Strategy Officer at Flutter, expressed his satisfaction, stating:

We are thrilled that PMU has opted to extend our partnership and become the inaugural external brand to embrace our B2B Sportsbook platform. This innovative Sportsbook solution reflects our unwavering commitment to innovation and draws upon the exceptional expertise gleaned from our diverse global brand portfolio. We are enthusiastic about the prospects of our B2B Sportsbook capabilities and the future opportunities that lie ahead as we persist in our investments to meet the evolving needs and expectations of customers.

Emmanuel Vacher, e-commerce Director at PMU, commented:

PMU.fr holds a dominant position in the online horse racing betting market while also offering sports betting and poker services. In the realm of sports betting, our aim was to streamline our architecture with a turnkey solution and channel our efforts into Marketing and CRM. Flutter’s offering precisely aligns with this objective. Together, we have embarked on a multi-year partnership. Our shared goal is, leveraging Flutter’s expertise and technological prowess, to establish PMU.fr as a premier destination for sports betting, delivering top-notch services and user experiences akin to our horseracing offerings, and to expand our market presence.

PMU’s activities result in a significant contribution of €835 million in 2023, fully redistributed to the French horse racing associations responsible for race organization. A forward-thinking and socially responsible entity, PMU financially supports the French horse racing industry, fostering its long-term viability while bolstering direct and indirect employment in the sector.


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