He may have entered a the under dog, but Mike The Situation Sorrentino is being heavily backed to win this year's Celebrity Big Brother according to Ladbrokes.
The US reality star was arguably one of the least known stars to enter on launch night last Wednesday, but has seemingly won over viewers already.
As the celebrities come to the end of their first week in the house it's no longer Martin Kemp who punters are backing, instead it's outsider Mike 'The Situation' at 20/1, who will currently see the firm fork out over £20,000 in winnings.
Julie Goodyear is also proving to be a popular bet at 7/1 in the market however Coleen Nolan is failing to live up to the hype and has drifted out to 10/1 from 9/2.
Martin Kemp and Julian Clary (5/2) continue to jostle it out for favouritism but it's the Spandau man who still has the edge at 9/4.
Jasmine Lennard finds herself chalked up as the odds-on 4/11 favourite to be given the boot first during Wednesday night's live eviction, while Page 3 beauty Rhian has been given a 2/1 chance of leaving before her.
Jessica Bridge of Ladbrokes said: "The tides have turned and although Kemp's the favourite it's all about Sorrentino.
"We're in a situation over his potential pay out so we'd be more than happy to see money for the other contestants."
Ladbrokes latest betting
Winner of CBB
Martin Kemp 9/4
Julian Clary 5/2
Julie Goodyear 7/1
Coleen Nolan 10/1
Prince Lorenzo 16/1
Mike Sorrentino 20/1
MC Harvey 25/1
Ashley McKenzie 25/1
Danica Thrall 50/1
Rhian Sugden 66/1
Jasmine Lennard 100/1
Jasmine Lennard 4/11
Rhian Sugden 2/1