Sportsbook provider Kambi has gained traction on the French front thanks to a new partnership with local operator Pari-Mutuel Urbain (PMU).
Specifically, Kambi will serve French racing fans by leveraging PMU’s established audience and reputation as one of the oldest horse racing wagering operators, powering its fixed-odds online sportsbook.
And whilst partnered with FDJ United since November 2025 to supply it with its Odds Feed+ product whilst FDJ United transitions to its proprietary end-to-end solution, Kambi has never been active in France yet, making the partnership with PMU its first step into the market.
“PMU is a powerhouse brand in European sports betting and the ideal partner for Kambi’s entry into France,” said Werner Becher, Kambi Group Chief Executive Officer.
“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.”
PMU expects to further strengthen its position in France by deploying Kambi’s Turnkey Sportsbook solution, adding integrated AI-powered pricing, trading and risk mitigation capabilities. These are complimented by Kambi’s proprietary high-tech platform and UX powered with the latest innovations.
Specifically tailored for PMU customers, Kambi will create a custom front-end interface to properly utilise the operator’s branding so that it can distinguish itself from the local competition and fully realise its customer retention capabilities.
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.”
This partnership is the latest to be announced by Kambi, signalling that the company is looking to return to growth after some stagnation in 2025 seen in its latest financials.
With a 8.2% YoY decline in revenue, dropping from €176.4m (£151.1m) to €162m, and full-year profit down from €18.8m to €8.1m, these partnerships will certainly play a vital role in Kambi’s road to recovery throughout 2026.
