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By Tony Connelly, Sports Marketing Reporter

May 23, 2016 | 1 min read

In case you haven’t heard, there’s going to be a lot of sport happening in France this summer and for those whose enthusiasm for the events is waning ITV has recruited French favourite Eric Cantona to instil some passion and rivalry for the upcoming events.

In classic Cantona fashion, the Frenchman promises a “magnifique summer of sport” at Roland-Garros, Uefa Euro 2016 and the Tour de France.

The former Manchester United hero also fuels the rivalry between the UK and France when he addresses Great Britain and encourages the nation to put down their cucumber sandwiches and embrace France.

Awash in red, blue and white lighting Cantona says: “When you embrace France, you embrace life.”

The ad promotes ITV's coverage of the of French Open at Roland-Garros, which began last week and runs until 5 June, as well as Euro 2016 and the Tour de France. The ad was directed by Nadav Kander ​ and created by ITV Creative.

ITV Sports Marketing Tour De France

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