Flutter Entertainment, a global gaming and entertainment company, has entered into a significant business-to-business (B2B) partnership with Pari Mutuel Urbain (PMU), the top French and international horse race betting operator. The partnership, announced on Tuesday, marks PMU as the first external brand outside of Flutter Group to gain access to the company’s multi-channel B2B Sportsbook Platform.
This collaboration will allow PMU to utilize the platform as well as its associated operational services and market-leading customer products. By doing so, the company aims to strengthen its position within the horse racing vertical and enhance its sportsbook and sports trading capabilities. Additionally, PMU will have the opportunity to grow both locally and internationally thanks to the scalability options provided by Flutter’s innovative platform.
This partnership builds on an existing relationship between PMU and Flutter, which began over a decade ago in 2010. The B2B agreement will complement PMU’s capabilities by adding Flutter’s B2B Sportsbook Platform to the fixed odds pricing, risk management, and event management services that PMU already benefits from.
PMU is widely known as a leading horse race betting operator in France and holds a significant presence in Europe, with 14,000 retail outlets in France and a workforce of 1,100 people in the sector. The company also operates internationally in over 50 countries through partnerships with 120 operators, solidifying its position as a key player in the industry.
Emmanuel Vacher, PMU’s e-commerce director, emphasized the company’s leadership position within the online betting and horse racing vertical. He expressed excitement about the opportunity to simplify PMU’s architecture through Flutter’s turnkey solution, allowing the company to focus its efforts on marketing and customer relationship management. Vacher also highlighted the innovative nature of Flutter’s solution and the common goal to establish PMU.fr as a leading sports betting platform.
Tom Bowry, Flutter’s chief strategy officer, also expressed enthusiasm about the partnership, stating that he is delighted PMU has chosen to extend their partnership and adopt the B2B Sportsbook platform. He emphasized the value of delivering additional solutions for PMU and the potential for the platform to enhance the company’s offerings.
Overall, the collaboration between Flutter Entertainment and PMU represents a strategic move for both companies to expand their partnership and advance their capabilities in the competitive world of online betting and horse racing.