UK bookies Betfred have launched seven new TV ads featuring boss Fred Done across a backdrop of nine different sporting events.

The “Be Part of the Action” themed adverts were shot at sporting venues including Nottingham Greyhound Stadium, Widnes Vikings’ home Select Security Stadium, Liverpool Olympia, Haydock Park Racecourse, and Old Trafford Cricket Ground.

Betfred teamed up with production houses Zut and Shadowplay Productions to create the TV commercials, which will be broadcast on social media, Betfred TV and Sky Sports network.

According to Betfred Marketing Head Gemma Strath, the decision to feature their boss is an attempt to appeal to customers on a more personal level.