Bookies are offering odds on John McCririck taking part in a Diet Coke advert.
William Hill make it a 5/1 shot that the Celebrity Big Brother housemate will be asked to front an official campaign for the drink.
But they believe there is a greater chance of him appearing in Celebrity Fit Club (3/1).
"You couldn't describe John as a marketing man's dream but stranger things have happened," said Hill's spokesman Rupert Adams.
He added that the racing pundit certainly does not fit the role of the six-pack labourer from the recent Diet Coke commercials.
McCririck lost his temper in the Big Brother house and staged a silent protest when his requests for Diet Coke were ignored.
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