French gambling operator PMU is seeking to extend its reach across the country after expanding its long-running partnership with the Confederation of Tobacconists (CdT).
The partners said the new agreement, which runs until the end of 2027, strengthens synergies between horse racing-focussed PMU’s network of 14,350 establishments and sales teams and those of CdT’s 22,800 members.
PMU’s core business is offering horse racing betting through its network of partner retailers and at racetracks throughout France. Some 70% of the active network of PMU partner establishments has a tobacco business.
Sylvain Dominé, director of commercial networks at PMU, said: “The network of points of sale, its development and the continued modernization of its services are a strategic priority for PMU. This strengthening of the partnership with the Confédération des Tobacconistes will allow us to further optimize our presence in the tobacconist network and thus strengthen PMU’s territorial roots and proximity to our customers.”
Developing the Point-of-Sale Network
PMU said the renewal is fully in line with its strategic focus of continuing to densify its territorial coverage and modernize its network. Its target is to develop its retail network, which already accounts for 85% of its business.
Under the new agreement, there will be an emphasis on developing and retaining the point-of-sale network, with a particular focus on improving coverage in urban and rural areas.
PMU and CdT will also work together to help tobacconists switch to new PMU equipment, deploy new visual branding and stem underage and problem gambling. At the same time, geomarketing studies will be conducted for new points of sale or transformations that do not yet offer horse racing betting.
In another important measure, PMU and the CdT will work closely to assist tobacconist businesses in fragile situations by implementing personalized support plans.
The CdT said the partnership is part of its network’s transformation strategy aimed at developing the tobacconist’s shop as “the everyday drugstore for the French”.
Philippe Coy, president of CdT, said: ” This agreement signed with the PMU, a long-standing partner, is an opportunity to boost the enthusiasm surrounding an emblematic national sport, by mobilizing a wide audience and further anchoring this sport in the daily lives of the French.”
