The latest Sky Bet ad campaign will focus on rewarding existing customers through the Sky Bet Club rather than enticing new ones.

The firm will promote their retooled rewards hub through a TV ad featuring Sky’s Transfer Deadline Day presenting duo Jim White and Natalie Sawyer in a bespoke Sky Bet TV studio.

The new Club features traditional schemes like weekly free bets for regular punters alongside the new Transfer Fund scheme, which gives players the chance to win a £250,000 transfer budget for their favourite team.

Rob Painter, marketing director for Sky Betting and Gaming, said the Sky Bet Club will help encourage loyal and regular wagering.

"Gambling is a very homogenous market where everyone’s shouting about the same kind of offers, so we’ve focused on the fact that we’re the only bookie that is overtly rewarding existing customers as opposed to chasing new ones.

"We think this approach is capable of attracting new customers in its own right but we also have a strong acquisition programme that will run alongside our campaign."

The bookmaker will also run content featuring Sky Sports' Jamie Redknapp and Jeff Stelling to emphasise the "personality and Sky-ness" of the brand.