Flutter Entertainment has expanded its business-to-business (B2B) partnership with PARI MUTUEL URBAIN (PMU), a top French betting operator, building on a relationship that started in 2010. This development means PMU will be the first external entity, aside from Flutter’s own brands, to use Flutter’s advanced multi-channel B2B Sportsbook Platform. This platform is designed to deliver superior customer products alongside operational services, including event management, fixed odds pricing, and risk management. This partnership leverages Flutter’s global trading ecosystem and expertise to benefit PMU.
The extended collaboration will enhance PMU’s sports betting, horseracing, and poker offerings. PMU aims to streamline its architecture with a comprehensive solution focusing on marketing and customer relationship management (CRM), a goal supported by Flutter’s technological prowess. Tom Bowry, Flutter’s Chief Strategy Officer, expressed enthusiasm about the partnership, emphasizing the Sportsbook platform’s innovation-driven development and the potential for future growth. Emmanuel Vacher, PMU’s e-commerce Director, highlighted the mutual commitment to delivering a leading sports betting experience, aiming to capture a larger market share.
PMU stands as Europe’s premier horse race betting operator and ranks third globally, contributing significantly to the French horse racing industry since 1930. With over 1,100 employees, PMU operates through 14,000 retail outlets in France and partners in over 50 countries. Horse race betting accounts for more than 90% of its business. The company’s success, generating €835 million in contributions to French horse racing associations in 2023, underlines its role in sustaining the industry and supporting related jobs in France.