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ParionsSport, the sports betting brand of the FDJ Group, has launched its new ad 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 ParionsSport replace its existing “Nous sommes les Parieurs” campaign, run by the bookmaker since 2019.

During 2020, FDJ opted not to refresh ParionsSport’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,” Richard Courtois, Sports Betting Director of FDJ, said.

“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.”