UK operator Betfred is to feature co-founder Fred Done in a new TV advertising campaign.
Seven new commercials have been shot for broadcast across the Sky Sports network, Betfred TV and on social media, featuring nine different sports.
The adverts were filmed on location at Haydock Park Racecourse, Old Trafford Cricket Ground, Nottingham Greyhound Stadium, Widnes Vikings’ stadium and the Liverpool Olympia.
Done features among a crowd of football supporters in one of the new adverts, positing to viewers: “Why bet on first goalscorers anywhere else?”
Gemma Strath, Betfred’s head of marketing, said: “The idea of the campaign is ‘Be Part of the Action’ and after much consideration we decided to put the biggest sports fan in our office in our commercials, and that’s boss Fred Done.
“He may be a bookmaker but he lives and breathes sport, plus in a very competitive market place we decided to use Fred.
“Ultimately the message we wanted to get across is that you are betting with a real person here at Betfred.”
The commercials were created by Shadowplay productions and Liverpool-based video agency Zut Media.
Shadowplay director Rob Pickard said: “From the outset this campaign was all about making Betfred’s customers part of the action and it was important that the audio and visuals in the commercials did this.
“We’ve really tried to capture the sights, sounds and excitement of cross-platform sports betting.”
Managing director of Zut Media, Alan Gaffney, added: “From the production team, actors, locations, thirty-plus extras, and Fred himself, everyone has worked hard to create a really strong suite of commercials which will appeal to existing and potential Betfred customers across a range of sports.”