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Publican Craig Davies also revealed he had banned Sam after he hit customers with a pool cue and treated staff "like skivvies". Deaf Sam has won over viewers with his Harry Styles looks and cheeky chappy image.

The 23-year-old is the 8-1 bookies' favourite to win on Monday, but Craig said: "He is a horrible, arrogant little sh*t."
Craig, 42 who runs The South Star, Llanelli, Carmarthenshire, spoke out yesterday to plead with viewers not to vote for him.

He said: "I've banned him from my boozer as he's a rude, obnoxious, arrogant little kid and people should know what he is like.

"The Sam they see on Big Brother is a fake."

Local pub landlord Craig banned Sam from his pub football teamLocal pub landlord Craig banned Sam from his pub football team


“I've banned him from my boozer as he's a rude, obnoxious, arrogant little kid and people should know what he is like”
Craig Davies
Craig's pub is near the training ground of Sam's football team West End United, who play in the Carmarthenshire League.

He said Sam was friendly at first until going on Channel 4's Deal Or No Deal early this year.

Craig revealed: "Sam thought because he'd been on TV he was a celebrity. He started being rude and offensive.

"He swore at my staff and treated them like skivvies. He upset customers by whacking them with his pool cue because they got in the way of his shots."

Sam's club apologised and asked him to lift the ban but Craig refused to do so.

He said: "They may have said sorry but Sam didn't. Every time I've seen him on Big Brother looking like butter wouldn't melt, I've thought: 'You're acting!' "It'd be the worst thing in the world if he won.

"His head would get so big it wouldn't fit in the Valleys."

Last night Sam's family declined to comment.