PMU partners with Flutter’s B2B Sportsbook Platform, breaking new ground

By Saloni Sehmi
PMU becomes first external brand to use Flutter's B2B Sportsbook Platform

PMU becomes 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). The two companies have been working together since 2010.

This extended partnership means that Flutter will provide PMU with a multi-channel B2B Sportsbook Platform, along with customer products and operational services. PMU will also benefit from event management, fixed odds pricing, and risk management services. These services are part of the global trading ecosystem and trading expertise provided by Flutter for all of its B2C and B2B brands.

PMU will be the first external brand outside of the Flutter Group to utilize this unique solution. As part of the partnership, they will also have access to Flutter’s ongoing investment in the B2B Sportsbook Platform and sports trading capabilities. This scalability allows for seamless product rollouts across all brands operating on the platform.

Tom Bowry, Chief Strategy Officer at Flutter, expressed his excitement about the partnership. He emphasized the innovative nature of the Sportsbook solution, which has been developed with expertise from Flutter’s global portfolio of brands. Bowry also highlighted that Flutter will continue to invest in meeting the evolving needs and expectations of customers.

Emmanuel Vacher, e-commerce Director at PMU, explained that is the leader in online horse racing betting and offers sports betting and poker as well. Vacher stated that they were seeking a turnkey solution to simplify their architecture and focus on marketing and CRM. He believes that Flutter’s offering meets this need and looks forward to a multi-year partnership.

PMU is the number one horse race betting operator in Europe and the third largest worldwide. The company operates in France and internationally, collaborating with more than 120 partners across over 50 countries. PMU is committed to responsible and trustworthy horse race betting and contributes the result of its activity to French horse racing associations, supporting the industry and ensuring its sustainability.

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