Malecaze-Doublet switches from financial director, a role she took on last October. Her appointment comes soon after PMU launched a high-profile advertising campaign, designed to overhaul the image of both the operator itself and horse racing in France.
Meanwhile, Céline Lelièvre is to replace Malecaze-Doublet as financial director. Lelièvre, who has spent five years as PMU's management controller, has also joined its management committee. She will be responsible for managing the company's financial strategy.
In July PMU reported revenue of €4.76 billion for the first six months of 2019, a 2.8% year-on-year decline. However, the operator saw revenue from betting on French horse racing vertical grow 0.5%, which PMU said showed efforts to halt the vertical's decline were paying off.
PMU launched a new advertising campaign in April of this year. According to an Ipsos study cited by PMU in July, 63% of have had a favourable reaction to the campaign, with this figure rising to 73% among sales partners, and 89% among regular PMU bettors.
“With our new advertising campaign, work on improving the PMU brand is underway,” Linette said at the time. “Many other projects are opening up. It's a long-term job, but the way is laid out. I salute the work of our staff and I know that I can count on them to continue our recovery."
The company has a subsidiary in Brazil created in December 2015 in the context of the partnership agreement signed with the Jockey Club Brasileiro (JCB). The Brazilian subsidiary operates in the management of horse betting and its marketing through points of sale, online platform and telephone, as well as the production and live transmission of images of the races. The goal is to triple the betting movement by 2020, in addition to revitalizing the bets and enhancing the Brazilian races.
Source: GMB / iGaming Business
