Antoine Griezmann has become the latest brand ambassador for Pari Mutuel Urbain (PMU), fronting a new advertising campaign for the betting operator.
The Atlético Madrid and French national team forward will feature in a television advertising campaign for the state-backed sports wagering firm, dubbed ‘Question du Jour’.
This marks the first time the PMU has advertised on French screens in two years, as televised advertising was put on hold in 2020 due to the onset of the COVID-19 pandemic, which saw horse racing conducted behind closed doors.
Commenting on the relaunch of PMU’s TV marketing, Deputy Managing Director, Emmanuelle Malecaze-Doublet, 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.”
In 2019, PMU leadership’s plans for the launch of a ‘revitalisation programme’ for French racing led by Director-General Cyril Linette was approved by the joint shareholders of France Gallop and Le Trot Francais.
Key objectives of the campaign have included a revamp of 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 PMU record successive growth quarters for wagers placed on French racing. However, PMU’s strategy would be interrupted by the unforeseen COVID-19 pandemic impacting all French pro-sports events.