Manchester United legend Eric Cantona is part of the new ‘King Eric’ campaign promoted by French online sportsbook ParionsSport.
La Française des Jeux (FDJ) enlisted the services of the former Manchester United captain to help promote responsible gambling for its online sports betting platform ParionsSport.
In the new promotional campaign, Cantona approaches bettors in a French cafe to acknowledge the benefits and risks of gambling on sports events.
As a ParionsSport merchant, Cantona will also promote the platform’s commitment to providing its customers with enhanced payment processing abilities, its offers and promotions.
Campaign notes of Cantona’s involvement state: “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, the creative agency behind the ‘King Eric’ campaign, confirmed that Cantona will be involved in future ParionsSport marketing initiatives. This includes a fifth advert that will feature him alongside former Paris Saint-Germain forward Pauleta.
Cantona has proven to be a strong marketing tool for sporting organisations and companies to help promote its services and announcements.
Last summer, he featured in a campaign involving Snapdragon to announce their front-of-shirt sponsorship with his former club Manchester United.
In one of the more controversial adverts Cantona was involved in, the UK’s Advertising Standards Authority in 2014 pulled a Kronenburg advert from UK TV’s as it deemed the ad was misleading due to where the beer was being brewed in advertising.
Nevertheless, Cantona continues to be a popular figure amongst both sports fans and advertisers due to his enigmatic personality and status as one of the Premier League’s and France’s most influential footballers.
