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Betfair is deliberately attempting to dissociate the brand from the laddish humour often associated with the betting sector.

Its new ad features a voiceover that reads a quote by Jack Dempsey. When asked what it takes to be a sports champion, the boxer replied: "Someone who is ready when the gong rings. Not before. Not after. But when it rings. Ready?"

The activity spans TV, radio, print, digital, social media, content and internal communications.