Making its return to French TV screens, state-owned operator Pari Mutuel Urbain (PMU) has signed Antoine Griezmann as a brand ambassador.

Appearing in the campaign, Griezmann is seen travelling in a car whilst using the company’s new ‘Question du Jour’ (Question of the Day) feature via its mobile app.

This campaign – also entitled ‘Question du Jour’ – marks the first time 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 return of PMU to French televised advertising, Emmanuelle Malecaze-Doublet, the company’s Deputy Managing Director, remarked: “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.