Kambi signs long-term sportsbook deal with Pari-Mutuel Urbain
Table of contents
- Kambi has signed a long-term Turnkey Sportsbook agreement with Pari-Mutuel Urbain, marking the supplier’s first entry into France’s regulated sports betting market.
- PMU will deploy Kambi’s AI-powered pricing, trading and risk management capabilities alongside a bespoke front-end tailored to the French operator’s brand.
- The deal forms part of PMU’s broader Pacte PMU 2030 restructuring programme, which aims to modernise the operator’s online product portfolio and expand beyond horse racing.
Kambi Group has agreed a long-term Turnkey Sportsbook partnership with Pari-Mutuel Urbain (PMU), one of France’s leading betting operators and the country’s historic number one provider of horse racing wagering, marking Kambi’s entry into France’s regulated sports betting market.
PMU will deploy Kambi’s comprehensive Turnkey Sportsbook solution, integrating the supplier’s AI-powered pricing, trading and risk management capabilities with its fully managed sportsbook services, high-performance platform and front-end technology.
The partnership will also see Kambi deliver a custom front-end built specifically around PMU’s brand identity.
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.”
A strategic entry
The agreement follows regulatory groundwork laid late last year. France’s gambling regulator the Autorité Nationale des Jeux (ANJ) approved PMU’s sports betting software client and API from Kambi for the French online sports betting market in December 2025, foreshadowing a formal partnership ahead of launch.
For Kambi, the deal adds one of Europe’s most recognisable betting brands to its client roster. The supplier has been expanding its European footprint in recent months, with partnerships spanning multiple regulated markets. Analysts had already flagged France as a priority target following the ANJ approval.
PMU’s modernisation push
For PMU, the Kambi deal is a direct product of its Pacte PMU 2030 initiative, a reform programme designed to modernise the operator’s product portfolio and revive its online fortunes beyond its traditional horse racing stronghold.
PMU reported a stable performance in 2024, with a net contribution to the horse racing sector of €837m, up slightly from 2023, amid continued efforts to broaden its revenue base online.
Olivier Pribile, PMU® Chief Marketing, Product and e-commerce Officer, said:
“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.”
The reference to a wider “multi-game offering” in Pribile’s statement suggests the Kambi deal is the opening move in a broader product overhaul, with further announcements likely in the months ahead.
What comes next
Kambi’s solution is well regarded in regulated markets, and the group has broadened its criteria towards Tier 2 partnerships to widen its customer base following earlier criticism of an overly selective approach to operators.
France’s online sports betting market remains competitive and relatively concentrated.
Since the sector was opened to licensed private operators in 2010, around 15 to 20 ANJ-licensed online sports betting operators have been active in the country, including major players such as FDJ United’s Unibet. Kambi’s technology could give PMU the tools to gain meaningful ground against those rivals.
For operators and investors tracking Kambi’s trajectory, the France partnership confirms a sustained push into tier-one European regulated markets. With the FIFA World Cup 2026 and PMU’s national scale, the commercial upside from the deal could prove significant, provided the integration proceeds on schedule.
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