The campaign, which was created in-house, will appear in the Racing Post, national press and online.
The ads aim to offer a personal touch to the betting market, by allowing clients to see the traders behind Sporting Index's prices.
The campaign also highlights Sporting Index's position as a market leader in sports trading and in-play betting.
All sports trading teams have taken part in the ad, which has been timed to coincide with the start of the Rugby World Cup.
Warren Murphy, sales and marketing director at Sporting Index, said: "Betting companies have become faceless entities. We are known for having the best sports trading service around and we want people to know who sets our prices and who they are pitting their wits against. They may not be the prettiest faces, but they are experts in their fields and we've decided not to hide them anymore."
Sporting Index offers spread bets on a number of sports including football, racing, rugby, cricket, golf, tennis, various American sports and a portfolio of games.