The campaign, which will also run online, will feature the highlights from a weekly discussion among five fans about the possible outcome of games to be played that week.
The activity aims to highlight Betfair’s betting model that enables fans to bet against each other rather than against a bookmaker.
The move follows the gaming company’s recent forays into football sponsorship. The firm signed deals with Champions League winners Barcelona and reigning Premier League champions Manchester United over the summer.
Rivals 188Bet and Paddy Power have also recently launched football-related marketing campaigns, with the former becoming the main sponsor of Premier League clubs Bolton Wanderers and Wigan Athletic.
Betfair will launch a week-long teaser campaign on 17 October with the first weekly ad breaking during the Liverpool v Manchester United game on Sky Sports on 25 October.
The television and online campaign will be supported by a print and PR campaign. Albion London created the campaign.