Betfred has signed up former England international Stuart Pearce to appear in their latest advert promoting their headline offer for the Euros.

Betfred will refund all bets on England to win the tournament if the Three Lions are knocked out in a penalty shoot-out.

England, who are currently 9/1 with Betfred, have exited major tournaments six times via the dreaded penalty shoot-out, including three times at the European Championships in 1996, 2004 and 2012.

Stuart Pearce famously missed a penalty in the shoot-out against Germany in Italia 90 and then scored in England’s only ever spot kick showdown success in Euro 96 against Spain.

In Betfred’s new advert to be shown on Betfred TV, social media and Video On Demand, Stuart Pearce had no problem playing up to his penalty miss in 1990.

Speaking at the launch of Betfred’s offer the former England man said, “Everyone still reminds me of that penalty miss so I was happy to agree to promote Betfred’s terrific offer for the Euro’s. 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.”

You can watch Stuart Pearce starring in Betfred’s new advert at and they were produced by Liverpool based Zut.

Zut’s Creative Director Matthew Thompson said, “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.  Stuart really bought into the humorous approach and I think you can see that in the finished productions.”

Betfred have also signed up Stuart Pearce as a pundit during the Euros as well as appearing in an advert to promote their penalty shoot-out offer.

The tough-tackling defender said, “I’m very excited as any Englishman should be as we’ve got a lot of very good young players in the squad. I’m expecting a wide open tournament and England right in the mix. I can’t see many teams beating us over 90 minutes so extra time and penalties could definitely play a part – at least if the unthinkable happens again you get your money back with Betfred.”