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Flutter pens inaugural external B2B sportsbook deal with PMU

| By Robert Fletcher
Flutter Entertainment has agreed a deal to provide a multi-channel B2B sportsbook platform to France’s Pari Mutuel Urbain (PMU).
Flutter PMU

The agreement sees PMU become the first external brand outside the Flutter group to use the B2B sportsbook platform. It extends a partnership between the parties that launched in 2010.

PMU gains access to customer products and associated operational services via the Flutter platform. This is in addition to the continued provision of event management, fixed odds pricing and risk management services.

Flutter said PMU will also benefit from continued investment into the platform. This, it adds, allows for seamless sports betting product rollouts.

“In sports betting, we were looking to simplify our architecture through a turnkey solution and to concentrate our efforts on marketing and CRM,” PMU ecommerce director Emmanuel Vacher said. “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 horse racing and to gain market share.”

Flutter chief strategy officer Tom Bowry added: “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. 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.”

Another boost for Flutter

The deal is more good news for Flutter after a successful 2023. Last month, Flutter posted a 25% increase in revenue to £9.51bn (€11.18bn/$12.05bn) in the 12 months to 31 December.

The stand-out figure for Flutter in 2023 was US-facing FanDuel, with revenue rising 38% year-on-year to £3.06bn. 

However, there was also growth elsewhere, with UK and Ireland revenue up by 15% to £2.46bn. Flutter’s International arm, covering markets outside the US, UK and Ireland and Australia, saw revenue jump 36% to £2.29bn.

Meanwhile, Flutter last month also completed its acquisition of a majority stake in Serbian sports betting and gaming operator MaxBet.

Under the deal, struck in September 2023, Flutter agreed to pay €141m to purchase a 51% stake in the MaxBet business.

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