William Hill has signed up former Soccer AM presenter Tim Lovejoy as the face of its World Cup campaign.
The deal was negotiated by William Hill's newly-appointed sports retail agency, Momentum, and will see Lovejoy appear in the bookmaker's retail communications, online work and press ads throughout the tournament.
Throughtout the World Cup he will also host a series of programmes previewing matches and digesting their results which will be broadcast in William Hill's 2,300 shops, on its website and on big screens in 900 Punch Taverns during weekend matches.
Lovejoy will also front a World Cup Fantasy Football competition and he features in a mini World Cup guide created by William Hill alongside football magazine Four Four Two.
Alex O’Shaughnessy, head of product and marketing communications at William Hill, said: "Bringing Tim on board will create a great opportunity for the brand to engage with football fans across all levels of football betting knowledge.
"We believe Tim’s credibility within the game together with his characteristic cheeky banter will be a big hit with our customer base and we’re delighted that Tim will be spearheading this campaign.”