SBC News Voice of the Sports Betting Industry
Groupe FDJ’s sports betting unit Parions Sport has launched its new advertising campaign – ‘Le pari est plus fort quand on le vit ensemble’ (‘The bet is stronger when we live it together’).
The campaign, developed by Paris creative agency RosaParks, sees Parions Sport replace its existing ‘Nous sommes les Parieurs’ campaign, run by the bookmaker run since 2019.
During 2020, FDJ opted not to refresh Parions Sport’s advertising campaigns as France’s government ordered all professional sports leagues to terminate the season due to the COVID-19 pandemic.
Returning ParionsSport to domestic screens, FDJ seeks to promote the ‘strength and solidarity’ of sports betting as a recreational pastime that can ‘unite the passion of all French communities’.
“Thanks to our point-of-sale and online betting activities, ParionsSport today brings together the largest community of punters in France, with strong local roots across the country,” said Richard Courtois, Groupe FDJ Sports Betting Director.
“This campaign reminds us that despite the current context, the bet is stronger when we live it together. Through this film, we wanted to transcribe the sensations and emotions experienced by punters in their moments of sharing.”
The campaign is set to the famous football melody of Gerry & The Pacemakers – ‘You’ll Never Walk Alone’ – adopted as a ‘club anthem’ by the fans of Liverpool FC, Borussia Dortmund and Glasgow Celtic.
“It is an inclusive vision of betting that we want to defend, strong and powerful, to convince bettors while not forgetting the most beginners. It could not be more relevant in our current society,” said Sacha Lacroix, CEO of Rosapark.
