PMU takes on Flutter’s full sportsbook solution 

Flutter Entertainment has announced that it will continue its long-standing B2B partnership with PARI MUTUEL URBAIN (PMU), providing a multi-channel sportsbook platform for the French horseracing’s principal betting operator.

The B2B unit of Flutter Entertainment has serviced PMU’s sportsbook platform since 2010, a partnership that began under Paddy Power and has been maintained throughout the group’s multiple transitions.

Upcoming developments will see PMU’s sportsbook upgraded with new Flutter-managed solutions for “event management, fixed odds pricing, and risk management services as PMU benefits from the global trading ecosystem and trading expertise deployed for all of Flutter’s B2C and B2B brands.”

Of distinction, PMU will become the “first external brand outside of the Flutter Group to operate on this unique solution”, as French racing’s heritage betting brand benefits from “Flutter’s continued investment in our B2B Sportsbook Platform and sports trading capabilities.”

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 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.”

Founded in 1930, by the governing bodies of LeTrot and France Galop, PMU is recognised as Europe’s largest dedicated betting operator, servicing a network of 14,000 retail outlets and French racecourses.

The result of PMU’s activity is fully redistributed to the French horse racing associations in charge of organising the races, a total contribution of €835m in 2023.

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.”