ParionsSport to be absorbed into France-facing Unibet brand

FDJ United has announced it will merge its ParionsSport en Ligne sports betting brand with its France-facing Unibet arm.

The move will come into effect by the end of March 2026 and is in line with a ruling handed down by France’s Competition Authority after FDJ United bought Unibet parent Kindred Group for €2.5bn in October 2024.

The regulator argued FDJ was benefitting from an unfair advantage in the French gaming market due to ParionsSport en Ligne existing alongside its retail counterpart ParionsSport Point de Vente.

FDJ holds a monopoly in France in online and retail lottery, as well as retail sports betting, while operating in competitive markets such as online poker and sports betting.  

The operator also offers a horseracing product in France via its acquisition of ZEturf, which was completed in September 2023. 

Moving forward, the operator will combine its ParionsSport en Ligne and Unibet subsidiaries under one umbrella titled Unibet.fr.

Unibet.fr will use the same user interface that was displayed on ParionsSport en Ligne, with player accounts set to be unaffected. 

As part of the transition, the operator is running a competition to give away €10,000 in free bets.

At the time of writing, ParionsSport en Ligne remains live and operational.

After FDJ completed its €2.5bn acquisition of Kindred Group, move link the Competition Authority had originally given FDJ a deadline of 31 March 2026 to comply with the directive, although the company decided to move early.  

The ruling stated: “FDJ undertakes that all competitive gaming offers will, in the future, be marketed under one or more brand(s) specific to competitive gaming and not having a common root or logo with the FDJ, Parions Sport Point de Vente brands or with any other brand under which FDJ markets its games in France under exclusive rights. 

“This commitment to separate the brands, as well as those aimed at not carrying out cross-commercial or promotional communications, will make it possible to avoid any risk of confusion in the minds of players between activities under exclusive rights and competitive activities, more particularly with regard to sports betting, and to clearly display the separation between the two types of activities, while this operation will allow FDJ to double its market share in online sports betting.” 

Last month, FDJ United launched its ‘Safe Play’ responsible gambling initiative across its print and social media platforms. 

FDJ United is due to release its full-year 2025 earnings on Thursday, 19 February.

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 FDJ United to merge its ParionsSport en Ligne and Unibet subsidiaries under a singular Unibet.fr umbrella as planned under a previously issued directive from France’s Competition Authority
The post ParionsSport to be absorbed into France-facing Unibet brand first appeared on EGR Intel.