PHIL TAYLOR has been installed as the new 5/2 favourite for the BetVictor World Matchplay, which kicks off on Saturday evening in Blackpool.
World number two Michael van Gerwen had been the pre-tournament favourite when the draw was made recently - with BetVictor having made an offer of up to £50 money back on all outright bets made as a free bet should the Dutchman take the title.
However, with a raft of bets being placed on Taylor to take a record sixth successive World Matchplay title - and his 14th Winter Gardens success - BetVictor have now brought the World Champion in from 11/4 to 5/2.
Van Gerwen's odds have shifted the other way, from 5/2 to 11/4, with recent European Champion Adrian Lewis the 8/1 third favourite.
2007 champion James Wade is rated alongside Raymond van Barneveld at 16/1 to lift the title, with Simon Whitlock 22/1 and Robert Thornton 28/1.
BetVictor spokesman Charlie McCann said: "We have been inundated with £50 bets on Phil Taylor at 11/4, with the van Gerwen insurance, over the last 48 hours, and for the first time since we opened a market on the tournament, Phil is market leader."
To see the latest BetVictor World Matchplay odds, click here to visit the BetVictor website (over-18s).