BetMakers Technology Group has entered a strategic partnership with French horse racing operator PMU as the Australian technology provider continues normal business operations following its acquisition by Tabcorp.

The agreement will focus on expanding PMU’s horse racing betting offering internationally by combining pool betting and fixed-odds solutions. Through the collaboration, PMU will use BetMakers’ technology platform and industry expertise to provide a more integrated racing betting product for operators in international markets.

PMU is one of the largest pool betting organisations globally, handling more than €9 billion in annual horse racing stakes. The company has offered French racing content internationally for several years through various betting formats and said the new partnership supports its continued international development strategy.

PMU Expands Global Reach Through BetMakers Technology

The partnership will allow PMU to strengthen the distribution of French horse racing events among international betting operators. By using BetMakers’ technology solutions, PMU aims to make its racing products available through a combined pool and fixed-odds betting offering.

BetMakers specialises in horse racing betting technology and provides solutions designed for wagering operators across different markets. The company’s role in the agreement will involve supporting PMU with the infrastructure required to deliver international racing betting services.

PMU said the collaboration will help increase opportunities for French racing while creating additional revenue potential for the domestic horse racing industry.

Aymeric Verlet, International Director at PMU, said:

“This partnership marks an important step in our international development strategy. By partnering with a reference player like BetMakers, we strengthen our ability to offer French racing under the best conditions, particularly in markets where fixed-odds betting is widely developed. This initiative will increase the international reach of our races while creating new revenue streams for the French horse racing industry.”

The agreement comes as international racing organisations continue to seek wider distribution of their events and betting products across regulated markets.

BetMakers Continues Operations After Tabcorp Acquisition

The partnership announcement follows Tabcorp’s agreement to acquire BetMakers Technology Group in a transaction valued at hundreds of millions of dollars.

Despite the takeover, BetMakers has continued operating its business activities, with the PMU agreement representing a new international development for the technology provider.

According to SBC News, Bruno Gay, Vice President Sales EMEA at BetMakers Technology Group, said:

“We are honored to support PMU in this new phase of its international development. Our technology and expertise will enable the delivery of a high-performance and fully integrated offer, tailored to the expectations of international operators.”

PMU said the agreement supports its goal of increasing the visibility of French horse racing worldwide. The organisation intends to use the partnership to expand access to French racing events among bettors in markets where fixed-odds wagering has a strong presence.

The collaboration also reflects PMU’s wider efforts to promote French racing internationally and support future growth within the sector.