The Stars Group has unveiled former cricketer and TV presenter Freddie Flintoff as its first multi-brand ambassador for the launch of its new free-to-play £100m online sports betting challenge.

The company is launching the Stars £100 Million Challenge across its PokerStars, BetStars and PokerStars Casino brands, with the prize awarded to players who make 64 correct selections during this summer’s FIFA World Cup.

The free to enter contest is open to players in the UK, Sweden, Denmark, Norway and Finland, who must correctly select all 64 results as a win, lose or draw prediction in this summer’s tournament. If all are correctly selected, the winner will take home the £100m prize. If more than one person wins, the prize will be shared equally.

Each eligible player has one free entry, although players can gain additional entries by completing challenges via PokerStars, BetStars and PokerStars Casino.

In addition, every entrant will be entered onto the Leaderboard Challenge, where there are 1,000 prizes up for grabs from $10,000 in cash to a $30,000 PokerStars Players No-Limit Hold’em Championship (PSPC) Platinum Pass, as well as PokerStars Spin & Go tickets, BetStars free bets and PokerStars Casino bonus spins.

Flintoff will represent the brands across poker, sports and casino, while Danish comedian and TV star Casper Christensen and Swedish celebrity chef Per Morberg will also be featured in the campaign across the Nordic region.

“When we decided to launch the biggest betting promotion in history, we thought about hiring the biggest star in the world to be the face of the Stars £100 Million Challenge... but there isn’t a star that’s big enough so we got Freddie Flintoff,” joked Christopher Coyne, chief marketing officer of Stars Interactive Group.

“Freddie wanted to be part of the promotion and when we said yes he was over the moon. That led to the campaign creative of shooting him into space."

In partnership with media agency Crispin Porter + Bogusky London, the campaign sees the bemused trio of Flintoff, Christensen and Morberg constantly reminded they’re merely there as billboards, even to the point of being launched into space, half-naked.

“The Stars Group brands don’t take themselves too seriously and everyone knows I’m no stranger to poking fun at myself, so I’m really happy to be an Ambassador and the face of the £100 Million Challenge,” said Flintoff. “So far it has been pretty epic, even if the prize is the star, and I’m excited to be a part of what comes next.”

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