Football legend Eric Cantona has been appointed as an ambassador for La Française des Jeux (FDJ) to promote the new retail and online updates of the bookmaker network ParionsSport in France.
Developed by creative agency ROSA Paris, the campaign features French football legend and, in particular, Premier League Cantona as an ambassador for ParionsSport.
In his role, the former Manchester United captain talks about the new product updates of Loto Foot, instant payments and responsible gaming tools.
As detailed in the campaign notes: “Eric represents one of the 27,000 merchant partners of ParionsSport point of sale, present across the entire country.
“His shop is the setting for social connection and sharing with customers. Eric Cantona participates in everyday scenes filled with humour and self-deprecation, focusing on responsible gambling, Loto Foot, and human contact.”
ROSA Paris is developing a fifth advert as part of the “King Eric” campaign that will feature betting partner Paris Saint-Germain (PSG) club legend Pedro Pauleta, who will play a role in the advertising series.
The ParionsSport upgrades were delivered in 2024, resulting in improved cross-selling opportunities, the integration of FDJ’s proprietary payments system, and the introduction of new French horseracing markets.
Moving forward, FDJ views sports betting as an intrinsic growth channel for its business. The ParionsSport online offering will be enhanced by its alignment with new solutions applied to Kindred Group – a record-breaking €2.4bn M&A completed in October 2024.
FDJ is set to publish its full-year financial results on 6 March 2025, which will include a breakdown of Kindred Group’s results.
This February, FDJ announced that it had begun planning a multi-year strategy to offset the anticipated rise in French gambling tax across all gambling activities.
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