The one-year sponsorship of The Full SP, which stands for The Full Starting Prices, and will offer betting previews and tips, forms part of TBWA/London's strategy of extending its popular "no nonsense" advertising campaign beyond the Peter Kay TV spots.
The media strategy, devised by MediaVest, focuses on sports programming.
John Smith's also sponsors Sports-Line, also on Sky, and the No Nonsense talkSPORT breakfast radio show with the DJs Alan Brazil and Mike Parry.
"These ads represent the continuing association of John Smith's with sport and betting while continuing to maintain the brand's core attitude," John Botia, the brands director at Scottish Courage, said.
The six idents combine betting and the John Smith's "no nonsense" attitude. A bookmaker appears in a variety of personal, everyday situations and cuts into the scene to offer odds on what is really going on.
The first, called "cuddle", opens on a newly married couple in bed. The wife dreamily asks her husband what he is thinking. The John Smith's bookie interrupts the moment and offers a range of odds on his possible thoughts, including that he is thinking about his mates or that his wife's sister or mother were better in bed.
The ident called "United" opens with a man on a bus in a Manchester United football shirt. The bookie appears and calls for odds on the fan actually being from Surrey.
The spots were created by the TBWA/London deputy creative director, Paul Silburn, directed by Chris Mudge and produced by Mustard.
"Idents like these allow us to create new 'no nonsense' characters and extend the John Smith's attitude beyond the main television campaign," Silburn said.