Bookies have slashed the odds on former University of Sunderland student Jordan North winning I'm A Celebrity.
The new series of the ITV show will see things switch from Australia to North Wales with the celebs taking up residence in Gwrych Castle.
Among this year's I'm A Celebrity lineup is Radio 1 DJ Jordan, who will be swapping the Radio 1 studio, where he hosts his Thursday, Friday and Saturday.
And he has seen his odds cut in half in the past week, moving into pole position to win the first ever UK-based edition of I'm a Celeb, according to bookie Betfair.
The DJ was 8/1 for the King of the Jungle crown seven days ago, but now sits at 7/2 joint favourite alongside presenter and author Giovanna Fletcher - whose own odds have come in from 5/1 to 7/2 in the same time period.
Close behind are EastEnders actor Shane Richie (4/1) and Olympic gold medallist - and alleged recipient of £300,000 to appear on the show - Sir Mo Farah at 5/1.
The outsider for the I'm A Celebrity crown going into launch weekend is BBC broadcaster Victoria Derbyshire (33/1).
Betfair spokesman Sam Rosbottom said: "I'm a Celeb will look more different than ever this year as the gorgeous rainforests of Australia are swapped for a rainy castle in Wales - but there is a fantastic cast of campmates to keep us entertained from the comfort of our sofas.
"The betting public have rallied behind cheeky chappie Jordan North in the past few days, coming from nowhere to be joint favourite alongside Giovanna Fletcher.
"Shane Richie is tipped to be in the mix, but it looks bleak for presenter Victoria Derbyshire who if the markets are anything to go by, will be back probing politicians soon enough."
I'm A Celebrity gets going at 9pm on Sunday, November 15 on ITV.
