Flutter extends B2B partnership with PMU, becoming the first external brand to use Flutter's B2B sportsbook platform

Flutter Entertainment has announced the extension of its B2B partnership with French operator PARI MUTUEL URBAIN (PMU), strengthening a relationship between the two companies that began in 2010.

The extended partnership will see Flutter provide PMU with a multi-channel B2B Sportsbook Platform with customer products and associated operational services. This is in addition to the continued provision of event management, fixed odds pricing, and risk management services as part of the global trading ecosystem deployed for all of Flutter’s B2C and B2B brands.

PMU will become the first external brand outside of the Flutter Group to operate on this solution, and as part of this expanded partnership, they will benefit from Flutter's continued investment in B2B Sportsbook Platform and sports trading capabilities, as the scalability of the offering allows for seamless product rollouts across all brands operating on the platform.

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 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”.

PMU’s main activity is to market bets on horse races. With 1,100 employees, the company operates in France (via its 14,000 retail outlets and French racecourses as well as on the Internet) and internationally with more than 120 partners across more than 50 countries.

Horse race betting represents more than 90% of PMU's business. Operating since 1930, PMU also diversified into sports betting and poker when the French online gaming market was opened to competition in 2010.