Flutter signs strategic B2B sportsbook agreement with PMU for enhanced sports betting experience

The partnership between PMU and Flutter has expanded, with PMU becoming the first external brand outside of the Flutter group to utilize the B2B sportsbook platform. This partnership, which began in 2010, allows PMU to access customer products and associated operational services through the Flutter platform. In addition, PMU will continue to receive event management, fixed odds pricing, and risk management services from Flutter. The platform will also receive ongoing investment to support seamless sports betting product rollouts. PMU’s ecommerce director, Emmanuel Vacher, expressed his satisfaction with Flutter’s offering, stating that it meets their need to simplify their architecture and focus on marketing and CRM. The objective of this partnership is to establish a leading sports betting offer, services, and user experience on PMU.fr, as well as to gain market share within the sports betting industry. Flutter’s chief strategy officer, Tom Bowry, added that they are excited about the opportunities available through their B2B sportsbook platform and their commitment to meeting evolving customer needs and expectations. This agreement is another positive development for Flutter, which saw a 25% increase in revenue in 2023, amounting to £9.51bn. Notably, revenue from FanDuel, their US-facing brand, rose by 38% year-on-year to £3.06bn. The company also experienced growth in the UK, Ireland, and international markets. In addition, Flutter recently acquired a majority stake in Serbian sports betting and gaming operator MaxBet for €141m.