UK bookmaker William Hill has announced Premier League and Manchester United legend Eric Cantona as its official brand ambassador for the next two years, ahead of the start of the 2023/24 football season. The bookie's new marketing and advertising campaign, titled ‘Who You Got?', went live on August 2nd, featuring the football icon. 
 
William Hill noted that as its ambassador, Cantona will be at the forefront of its new above-the-line (ATL) campaign, as well as its online, digital, and social advertising across the UK and the Republic of Ireland, as the bookmaker seeks to implement what it called “a more disruptive and distinctive marketing strategy.”
 
Creatives featuring Cantona will also be seen at several of William Hill's flagship out-of-home sites across the UK and Ireland. “From North London bottling plants to the open sea, ‘Who You Got?' will show ‘The King' as never seen before to emphasize the intriguing nature of the campaign,” said the bookmaker. 

Football is back – and the King has just one question. Who You Got?#WhoYouGot pic.twitter.com/icGXrRsM4h

— William Hill (@WilliamHill) August 2, 2023

William Hill described the campaign as adding a new element to its ‘Brotherhood' brand position by executing a “bolder creative, designed to spark football conversations” within both betting and non-betting scenarios. 

“Soundtracked by Rudimental's ‘Feel the Love' and inspired by Cantona's distinctive personality on and off the pitch, the main feature blends a mix of realism and surrealism, as well as fantasy and reality, to build anticipation ahead of the new season,” added the bookmaker. 

As per the company, the campaign, which kicked off on 2nd August, was planned to incorporate various “innovative marketing features” to generate excitement around marquee moments in the sporting calendar and drive engagement around the brand's ‘EPIC Value' products throughout the season.

Eric Cantona as you've never seen him before.#WhoYouGot pic.twitter.com/3V4mm6C9b5

— William Hill (@WilliamHill) August 2, 2023

Alexis Zamboglou, Managing Director UK & Ireland at William Hill, said: “The start of the new football season is a huge moment in the country's sporting calendar, with demand at its peak and hopes and dreams alive as fans and punters alike begin to engross themselves with the most popular sport in the UK and Ireland all over again.”
 
He added: “In order to meet this immense demand, we are making a real splash with our new football season campaign, ‘Who You Got?', which will be headed by one of the footballing greats in Eric Cantona. When it comes to iconic footballing personalities, few in history can rival Cantona. Boasting a unique mix of charisma, humor and provocation, Eric is the perfect fit to front our distinctive campaign.”