PMU becomes first external operator to tap Flutter sportsbook platform
State-controlled French horseracing operator and multi-brand firm link up to expand 14-year relationship in landmark B2B expansion for Flutter
French operator PMU will become the first external operator to use Flutter Entertainment’s in-house sportsbook platform after penning a landmark B2B deal with the dual-listed giant.
The deal, which represents an expansion on a relationship dating back to 2010, will see PMU provided with Flutter’s multichannel B2B sportsbook platform, as well as “customer products and associated operational services”.
Flutter will also continue to provide the firm with fixed-odds pricing and risk management services as already provided under existing terms of the partnership.
State-owned PMU, which sees more than 90% of revenue derived from horseracing, will be looking to tap Flutter’s technology to expand its sports betting capabilities.
Tom Bowry, Flutter chief strategy officer, 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,” he added.
Emmanuel Vacher, PMU ecommerce director, commented: “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.”
In September, PMU secured a new partnership with the UK Tote to allow the latter to add French races to its pool offering.
The partnership sees the UK Tote cover more than 7,000 pools from 88 racecourses annually, including trotting and pattern contests.
Elsewhere, in France, FDJ has launched a £2.1bn bid for Kindred Group in what, if approved, will bring about one of the largest operators in Europe.