Jean-Claude Van Damme will star in a series of commercials, extending their partnership that began in 2019.

The Brussels-born Hollywood star will feature in two ads that were shot in January and are set to be released this week.

One is for 777.be’s casino offering, while the other focuses on sports betting, but both, the operator claims, pay homage to Van Damme’s cinematic legacy.

The Belgian actor’s big break came when he was cast as the lead in 1988’s Bloodsport, a film which has since developed a strong cult following and has even been cited as an influence on the development of mixed martial arts.

His other notable roles include 1992’s Universal Solider, 1994’s Timecop and The Expendables 2, in which Van Damme starred alongside fellow 80s action alumni Sylvester Stallone, Dolph Lundgren and Arnold Schwarzenegger.

But in a far cry from his Hollywood heyday, “The Muscles from Brussels” has now helmed several ads for 777.be.

The casino spot to be released this week, it said, “can be classified as a thrilling, Asian dice-themed mini movie, a clear visual testimony to some of Van Damme’s blockbuster hits.”

Meanwhile, 777.be’s new sports betting commercial emphasises “the importance of responsible gambling.” However, both “are served with a twist of fun, humour and the signature style Van Damme brings to all his projects.”

In closing, 777.be added: “As always, 777.be aims to strike a balance between the fun and entertainment of gambling on one side, and responsible gameplay on the other.

“That message combined with the charisma and popularity of Van Damme has proven to be particularly effective for the Belgian operator.

“Gambling responsibly and in moderation will be even more important this year, with big events such as the World Cup taking place.”