“Well, we said he's approximately at the top end of the age group they'll probably go for, he's ginger, so that's negative." says William Hill spokesman Rupert Adams.
"It's the same with every market you put out, be it a James Bond market or be it who's going to win the X-Factor or Dancing with Stars. It doesn't matter."
"The vast majority of times when we have seen a gamble such as this...invariably they're correct,” says Adams.