Bookies brace themselves for Frankie factor on 'I'm a celebrity'

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The ITV show, which requires participants to live in the Australian jungle, was won last year by actor Christopher Biggins and is due to start again in November.

I'm with Godolphin... get me out of here: A long stretch in the jungle should be a picnic for Frankie after the lean spell the boys in blue have endured

Athlete Dwain Chambers and former That's Life presenter Esther Rantzen are other names to have been mentioned, but bookmakers reacted quickly and William Hill make the popular Italian-born jockey the 7-2 favourite to win.

The Leeds firm expect him to be the best backed contestant in reality TV history.

'Frankie will attract the big players to the table and if he is there this could be huge,' claimed Hills spokesman Rupert Adams.

'Frankie once cost the industry £50 Million, when he rode seven winners in a day at Ascot and we will be hoping that he does not cost us this time round.'

Coral go 5-1 and spokesman David Stevens said: 'Frankie has won big races all over the world, but although he's yet to win the Melbourne Cup, we reckon he would be one of the front-runners to win in the Aussie jungle.'