February 13, 2024 3 min read


Flutter Grants PMU Access to B2B Sportsbook Platform

The leading French and international betting and horse racing operator became the first brand outside of Flutter Group to access the company's innovative B2B Sportsbook Platform

The global gaming and entertainment company, Flutter Entertainment, announced an important business-to-business (B2B) partnership with Pari Mutuel Urbain (PMU), the leading French and international horse race betting operator. Details regarding the landmark collaboration emerged Tuesday, designating PMU as the first external brand outside of Flutter Group to gain access to the company’s multi-channel B2B Sportsbook Platform.

The market-leading platform currently powers different Flutter brands, providing key advantages and benefits. Now, thanks to the latest collaboration, PMU will benefit not only from the platform but its associated operational services and market-leading customer products. Ultimately, the collaboration is expected to strengthen PMU’s position within the horse racing vertical.

The latest collaboration builds on a solid foundation between PMU and Flutter. Initially, the two companies joined forces more than a decade ago, in 2010. Now, the latest B2B agreement will complement PMU’s capabilities. Flutter’s B2B Sportsbook Platform comes in addition to the fixed odds pricing, risk management and event management services PMU already benefits from.

Thanks to Flutter’s innovative platform, the leading French operator will strengthen its sportsbook and sports trading capabilities. Moreover, the operator will unlock scalability options, allowing it to grow on a local and international level.

Currently, PMU is renowned as a leading horse race betting operator in France and among the top companies in Europe. Currently, the company has a staggering 14,000 retail outlets in France and employs some 1,100 people in the sector. Internationally, PMU has a presence in more than 50 countries via established partnerships with 120 operators.

Historically, the company has a rich heritage considering it started operating back in 1930. Back in 2010, PMU entered the iGaming vertical and started online gambling activities such as poker.

The Two Companies Are Excited to Expand Their Existing Collaboration

Emmanuel Vacher, PMU’s e-commerce director, spoke about the leadership position of the company within the competitive online betting and horse racing vertical. “In sports betting, we were looking to simplify our architecture through a turnkey solution and to concentrate our efforts on Marketing and CRM,” he added.

Moreover, Vacher highlighted that the innovative solution from Flutter perfectly meets this requirement. In conclusion, he said: “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.”

We are delighted that PMU have chosen to extend our partnership and become the first external brand to adopt our B2B Sportsbook platform.

Tom Bowry, chief strategy officer at Flutter

Tom Bowry, Flutter’s chief strategy officer, was similarly excited regarding the new deal, outlining that it is great to deliver additional solutions for PMU. Speaking about Flutter’s innovative B2B Sportsbook Platform, he explained that it is powered by innovation and expertise from the company’s leading brands.


Jerome is a welcome new addition to the Gambling News team, bringing years of journalistic experience within the iGaming sector. His interest in the industry begun after he graduated from college where he played in regular local poker tournaments which eventually lead to exposure towards the growing popularity of online poker and casino rooms. Jerome now puts all the knowledge he's accrued to fuel his passion for journalism, providing our team with the latest scoops online.

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