The leading global gaming and entertainment company, Flutter Entertainment, has just announced a major business-to-business (B2B) partnership with Pari Mutuel Urbain (PMU), the top French and international horse race betting operator. This landmark collaboration was revealed on Tuesday, marking PMU as the first external brand outside of the Flutter Group to have access to the company’s multi-channel B2B Sportsbook Platform.
The platform, which already powers various Flutter brands, offers significant advantages and benefits. With this new partnership, PMU will not only gain access to the platform but also to its associated operational services and market-leading customer products. This collaboration is expected to enhance PMU’s position within the horse racing vertical.
This partnership strengthens the existing relationship between PMU and Flutter, as the two companies initially joined forces over a decade ago in 2010. The latest B2B agreement will complement PMU’s capabilities, adding to the fixed odds pricing, risk management, and event management services it already benefits from.
This collaboration will allow the leading French operator to bolster its sportsbook and sports trading capabilities and unlock scalability options for local and international growth. PMU is already a prominent horse race betting operator in France and ranks among the top companies in Europe. With 14,000 retail outlets in France, and over 1,100 employees in the sector, PMU also has an international presence in more than 50 countries through partnerships with 120 operators.
The company has a rich history, having operated since 1930, and entered the iGaming vertical in 2010, engaging in online gambling activities such as poker.
Emmanuel Vacher, PMU’s e-commerce director, expressed excitement about the partnership, emphasizing PMU’s leadership position in online betting and horse racing. He stated that the innovative solution from Flutter perfectly aligns with their needs and that their common objective is to have a leading Sports betting offer and user experience on PMU.fr, thanks to Flutter’s expertise and technological capabilities.
Flutter’s chief strategy officer, Tom Bowry, also expressed his excitement about the partnership and the opportunity to deliver additional solutions for PMU. He highlighted the innovation and expertise from Flutter’s leading brands that power the B2B Sportsbook Platform.