UK bookmaker Coral has snapped up former England national team captain Alan Shearer as its first ever football ambassador for the 2015/16 Premier League season.

The deal will see Shearer write the Alan Shearer Blog for Coral, which will be emailed to all customers each week, as well as making personal appearances at events and having a presence on the brand’s social media channels.

“Alan Shearer is one of the finest footballers of his generation and this is quite simply the biggest football signing in Coral’s history”, Coral PR director Simon Clare said. “The vast majority of Coral customers are football fans so it made perfect sense to go out and get one of the biggest and most respected names in the sport to work with us.

"Alan had a very committed, uncompromising style on the pitch and he won’t be pulling and punches in his weekly blog either so it should be a not-to-be-missed read.”

Shearer said he was looking forward to working with Coral and sharing his thoughts and opinions on the season’s latest developments with its football bettors.

“It’s such a great sport and there’s never any shortage of controversy or major talking points so it’s going to be fun airing my views on a week by week basis through this blog.”

The Premier League’s record goalscorer with 260 goals over the course of his career with Blackburn Rovers and Newcastle United, Shearer won the league in 1995, was its top scorer award on three occasions, and was named Professional Footballer Association player of the year in 1995 and 1997.

He also captained the English national football team between 1998 and 2000, scoring 30 goals in 63 games for his country.

Shearer becomes the latest to join Coral’s portfolio of celebrity bloggers and pundits, including former footballer and Sky Sports pundit Scott Minto, former cricketer and Sky Sports’ broadcaster David Lloyd, flat jockey Jamie Spencer and jump jockey Tom Scudamore.