Tony McCoy is the odds-on favourite at 4/5 with Ladbrokes to be crowned BBC Sports Personality of the Year.
The Grand National-winning jockey was confirmed on the short-list of 10 and heads the betting from Ryder Cup stars Graeme McDowell (4/1) and Lee Westwood (7/1).
Ladbrokes have launched their “I’m Backing McCoy” campaign with online virals, a shop promotion and free McCoy rosettes all being issued in the build up to the vote on 19 December.
David Williams of Ladbrokes said: “McCoy has cleared the first hurdle with minimum fuss. He still dominates the betting and has real momentum in the big market.
“We’re totally happy to nail our colours to the McCoy mast. He’s cost us a fortune down the years and we hope he does so once again. He did it for the punters and now they must do it for him.”
Ladbrokes – Sports Personality of the Year 2010:
4/5 A P McCoy
4/1 Graeme McDowell
7/1 Lee Westwood
14/1 Jessica Ennis
14/1 Phil Taylor
16/1 Amy Williams
20/1 Tom Daley
25/1 Graeme Swann
40/1 David Haye
66/1 Mark Cavendish