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Flutter Entertainment has extended its B2B partnership with French operator PMU.

The extension will see Flutter provide its multi-channel B2B sportsbook platform to PMU, which will become the first brand outside the Flutter umbrella to use the technology.

The pair first signed a strategic partnership in 2010. Since then, Flutter has provided event management, fixed odds pricing and risk management services to the operator.

This allowed PMU to benefit from the same trading system as is deployed across all of Flutter’s B2C and B2B brands globally.

Tom Bowry, chief strategy officer at Flutter, said: “We are delighted that PMU has 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.

PMU – operating since 1930 – is the number one horse race betting operator in Europe and the third largest worldwide.

The company boasts 1,100 employees and operates in France online, as well as across 14,000 retail outlets and French racecourses.

Horse race betting represents more than 90% of PMU’s business, which diversified into sports betting and poker when the French market regulated back in 2010.

PMU’s financial rewards are fully redistributed to the French horse racing associations in charge of organising the races. That figure came in at €835m for 2023.

PMU effectively finances the French horse racing industry while ensuring its sustainability with support for jobs across the sport.

Emmanuel Vacher, e-commerce director at PMU, said: “PMU 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,” he added.

Vacher said the Flutter software should help PMU to create a leading sports betting user experience as it looks to gain market share in the country.

European operators including Kindred Group and Betsson have also experimented with providing B2B sportsbook technology in recent years.

Kindred Group has committed to developing a proprietary sports betting platform, calling time on its long-serving partnership with Stockholm-listed supplier Kambi.

Fellow French gambling giant FDJ lodged a €2.45bn offer to acquire Kindred Group in January.

The deal, which has been unanimously recommended by the board and approved by major shareholders, would include the in-house Kindred Sportsbook Platform (KSP).

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