Svenska Spel signed a new contract with Pari Mutuel Urbain (PMU), aiming to create a new sports betting service in horse racing.
According to SBC Notícias, the two companies are planning to launch ‘Svenska Spel Trotting & Gallop’, a new category showing French and foreign races.
Adding more value to bettors, PMU’s attractions will be added as a ‘High Five’ feature by Svenska Spel. This allows Swedish users to play in pools in France.
Helena Hallman, Racing Product Manager, Svenska Spel Sport & Casino, commented: “We are very happy to finally be able to present the collaboration with the PMU. What makes it possible to offer the biggest daily horse games in Europe to our customers ”.
Haliman also said that the collaboration is “something incredibly fun and exciting. With regard to collaboration, we can offer fast and fun games every day, it is simply a high class sport with the biggest prizes in Europe ”.
New Svenska Spel partnership contemplates broadcasting the races
In addition, the deal includes streaming rights. Therefore, customers will be able to check all disputes live on physical stores and digital platforms.
“In 2019, we started playing games in Swedish races and the interest of our customers gradually increased. What is missing is a high-profit bet on the horses that we now receive through collaboration with the PMU. This is something that our customers have asked for, and now we are happy to be able to offer them ”.
Aymeric Verlet, international director of PMU, stated that “we are pleased to welcome Svenska Spel Sport & Casino as a new partner within the framework of our international collaborations. We have the same values and we are convinced that Svenska Spel will play an important role in horse racing in Europe ”.
Verlet added: “This collaboration will help us to introduce French horse racing to new customers and to strengthen the image of European disputes in Sweden”.
