SBC News Voice of the Sports Betting Industry
Antoine Griezmann has been appointed as the new Brand Ambassador of Le Pari Mutuel Urbain (PMU) – France’s state-funded betting operator for horseracing.
This January saw PMU launch its new nationwide advertising campaign ‘Question du Jour’ fronted by the French football international.
The campaign sees the PMU brand return to French TV screens following a near two-year absence as French horseracing fixtures were run at limited spectator capacities adhering to national COVID-19 restrictions.
During 2019, the joint shareholders of France Gallop and Le Trot Francais approved for PMU’s new executive leadership team to implement a ‘revitalisation programme’ for French racing led by PMU Director-General Cyril Linette.
The revitalisation programme would focus on a revamp of the PMU’s ‘Quinte+ racing pools product, an overhaul of French racing’s fixture schedule and dedicated nationwide advertising campaigns to re-engage the general public with French racing and PMU products.
The early success of Linette’s transformation strategy saw the PMU record successive growth quarters for wagers placed on French racing. However, the PMU’s strategy would be interrupted by the unforeseen COVID-19 pandemic circumstances impacting all French pro-sports events.
Relaunching PMU’s advertising campaigns, Emmanuelle Malecaze-Doublet, Deputy Managing Director of PMU said: “PMU is committed to a strategy to relaunch horse racing betting in France which is bearing fruit and whose transmission is a powerful lever.
In this context, “Question of the Day” will not only appeal to current racegoers but also help to inspire other punters to discover horse racing betting. “Question of the Day” offers our punters an innovative, fun bet, centred on their passion and which they can talk to those around them easily and with enthusiasm.
