Kambi Group, renowned for its high‑performance sports betting technology, has secured a Turnkey Sportsbook partnership with Pari‑Mutuel Urbain (PMU), one of France’s most prominent betting operators and the long‑standing leader in horse racing wagering.
The multi‑year deal marks Kambi’s entry into France’s regulated sports betting landscape and positions it as the engine behind PMU’s fixed‑odds online sportsbook.
PMU will deploy Kambi’s comprehensive Turnkey Sportsbook solution, integrating Kambi’s AI-powered pricing, trading and risk management capabilities with its fully managed sportsbook services, high-performance platform and cutting-edge UX technology. As part of the partnership, Kambi will also deliver a custom front-end solution tailored specifically to PMU’s brand, enabling a differentiated and highly localised user experience in a competitive market.
Werner Becher, Kambi Group CEO, said: “PMU is a powerhouse brand in European sports betting and the ideal partner for Kambi’s entry into France. Our Turnkey Sportsbook is purpose-built to help operators win in competitive and regulated markets, and we’re proud to bring our full breadth of technology and trading to the iconic PMU® brand as we look to set a new benchmark for sports betting in France.”
Collectively, these capabilities will support PMU in strengthening and elevating its position in the French sports betting market and enhance customer engagement while maintaining the integrity, responsibility and regulatory standards that have defined its leadership for decades.
Olivier Pribile, PMU Chief Marketing, Product and e-commerce Officer, added: “The partnership with Kambi is an important strategic step in PMU’s evolution as one of the leading sports betting operators in France. Kambi’s turnkey sports betting solution will enable us to offer a betting experience that meets the highest market standards to our online customers. This is the first step in a major transformation of our multi-game offering that will take place soon and will allow PMU to reposition itself as a leader in online gaming.”
