Stuart Pearce has signed up to be the face of Betfred, for the European Championships.

The England legend will appear in a new commercial, produced by Liverpool’s Zut, which will air on Betfred TV, social media and video on demand.

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“From the initial ideas stage through to post production it’s been great fun working with Stuart and the Betfred team. Betfred have shown great innovation with their targeted digital audience with the new ads,” said Zut’s creative director, Matthew Thompson.

“Stuart really bought into the humorous approach and I think you can see that in the finished productions.”

The creative highlights two of the most memorable moments of Pearce’s England career – the penalty miss in Italia 90, then scoring in England’s only ever spot kick success in Euro 96. The bookmaker says it will be refunding all bets on England to win the tournament, if they are knocked out on penalties:

“Everyone still reminds me of that penalty miss so I was happy to agree to promote Betfred’s terrific offer for the Euro’s,” he stated.

“It’s just part and parcel of the game and at least I scored in the shoot-out in Euro 96. I think my reaction at the time said it all.”