The accord marks PMU’s distinction as the inaugural external brand beyond the Flutter group to utilise the B2B sportsbook platform, amplifying a partnership inception from 2010.
PMU secures access to customer products and associated operational services through the Flutter platform, alongside existing event management, fixed odds pricing, and risk management services.
Flutter affirmed PMU’s additional benefits, including ongoing investment in the platform to facilitate seamless sports betting product launches.
Emmanuel Vacher, PMU’s ecommerce director, expressed, “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.”
Tom Bowry, Flutter’s chief strategy officer, remarked, “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.”
He further added, “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.”
The agreement marks another positive development for Flutter following a prosperous 2023, with revenue surging by 25% to £9.51bn in the twelve months ending 31 December.
FanDuel, Flutter’s US-facing entity, stood out with a remarkable 38% year-on-year revenue increase to £3.06bn.
Revenue growth was also evident in other regions, with UK and Ireland revenue up by 15% to £2.46bn and Flutter’s International arm witnessing a 36% revenue surge to £2.29bn.
Additionally, Flutter completed its acquisition of a majority stake in Serbian sports betting and gaming operator MaxBet, as agreed upon in September 2023, for €141m, acquiring a 51% stake in the MaxBet business.