Svenska Spel has entered into a new agreement with Pari Mutuel Urbain (PMU) that will see the pair introduce a new betting service for horse racing.
Svenska Spel and PMU will introduce ‘Svenska Spel Trotting & Gallop’ through the collaboration – a new wagering category featuring French and foreign horseracing equipment.
Adding extra value for racing punters, PMU fixtures will be introduced as the ‘High Five’ feature of Svenska Spel, which enables Swedish customers to wager on French pools.
Racing Product Manager Helena Hallman, Svenska Spel Sport & Casino, commented: “We are very happy to finally be able to present the collaboration with PMU which makes it possible for us to offer Europe’s largest daily horse games to our customers.
“It feels incredibly fun and exciting. Within the framework of the collaboration, we can offer fast and fun games every day, it is simply a high-class equestrian sport with Europe’s highest prize pools.”
The partnership agreement will also provide streaming rights, enabling consumers to watch both races live in-store as well as online.
Hallman also added: “At the beginning of 2019, we started sneaking in games at Swedish trotting races and we have seen that the interest from our customers has increased gradually. What we have been missing is a high-profit bet on the horses that we now get through the collaboration with PMU. This is something our customers have asked for, which we are now happy to be able to offer them.”
PMU International Director Aymeric Verlet, concluded: “We are very pleased to welcome Svenska Spel Sport & Casino as a new partner within the framework of our international collaborations. We have the same values and are convinced that Svenska Spel Sport & Casino will play a major role in horse racing in Europe.
“The collaboration will help us offer French horse racing to new customers and help strengthen the image of European horse racing in Sweden, says Aymeric Verlet, International Director, PMU.”