Flutter Entertainment has extended its B2B partnership with French operator Pari Mutuel Urbain (PMU)， a deal which was first agreed back in 2010. 

PMU is a horseracing betting operator， with its main activity being to market bets on horse races， but it also works within sports betting and poker. 

Through this extended partnership， Flutter will provide PMU with a multi-channel B2B Sportsbook Platform， in addition to the other services it already provides. 

This deal means PMU will become the first external brand outside of the Flutter Group to use Flutter’s B2B Sportsbook Platform. 

Flutter Chief Strategy Officer Tom Bowry 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." 

PMU e-commerce Director， Emmanuel Vacher， added: “PMU.fr is the undisputed leader in the online horse racing betting market and also offers sports betting and poker. In sports betting，blackjack neo 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” 

Last week， Flutter launched a competition for startups， inviting startups to propose innovative ideas for a female-focused gaming product tailored to the unique playstyle and preferences of women in the region.