Flutter Entertainment has expanded the scope of its B2B partnership with French operator Pari Mutuel Urbain (PMU), deepening an agreement that was originally struck in 2010.
Known for its horse racing betting activities, PMU also handles sports betting and poker.
As part of this enhanced collaboration, Flutter will provide PMU with an omnichannel platform for B2B sportsbooks, complementing the services it already provides.
The deal highlights that PMU will be the first independent brand outside of the Flutter group to implement Flutter’s B2B platform for its sportsbooks.
Tom Bowry, Flutter Chief Strategy Officer, commented: “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, PMU e-commerce Director, expressed: “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.”
Flutter launched a competition last week for startups, inviting them to come up with innovative gaming product ideas tailored to the unique gaming style and preferences of women in the region.
Don’t forget to subscribe to our Telegram channel!
