In the red corner: Dettori primed for a July course dust-up with the bookmakers

Seconds out, round three. Like Rocky, Frankie Dettori rises to the biggest occasions, and in recent weeks he has been delivering haymakers to the bookmakers. Already on the ropes, firms are braced for another barrage of big hits from the irrepressible Italian jockey as he goes in search of more Group 1 glory.

Royal Ascot and Coral-Eclipse day were the arenas for the previous bouts, and now Dettori moves to Newmarket's July course for his latest prize fight, with Advertise his equine partner in the quest for a first Darley July Cup.

In 1996 Dettori shook the betting industry to its core with his unforgettable magnificent seven winners at Ascot. Fast forward 23 years and the rider is still able to bring the bookies to their knees.

A four-timer back at Ascot, this time on Gold Cup day, had firms laying off as frantically as Wile E Coyote flapping his arms when he had run off the cliff edge chasing the Roadrunner.

Now bitten, and very shy, some bookmakers refused to stand Dettori-based multiples for the remainder of the royal meeting, hoping normal service would be resumed.

Not so, as on Eclipse day last weekend it was deja vu, with Dettori notching a treble to send more tremors through the bookmaking ranks. Coral and Ladbrokes had prevented punters wishing to place five-and six-folds on Dettori's rides from taking a price on his final two mounts. And the firms adopted the same stance at Newmarket on Friday.

So, with five rides on Saturday's July Cup card, spearheaded by the favourite in the big race, will Dettori, the longstanding punters' pal and scourge of the bookies, leave the layers on the canvas?

The (lack of) Frankie factor

Six Dettori-ridden winners (down to five following the withdrawal of Honest Albert) would be a doomsday scenario for firms, but if they are hoping to land a knockout blow of their own, the July Cup could offer an unlikely avenue for salvation.

He may have seven wins at the highest level since May 31 and be riding at the peak of his considerable powers, but the July Cup is a British Group 1 that, so far, has eluded Dettori.

It is not for the want of trying, with 20 previous attempts, but the best result those efforts have yielded is a second aboard Iffraaj in 2006.

It is a rare omission on the 48-year-old's CV, with the Coronation Stakes his other missing Group 1. Technically, the Goodwood Cup, Sun Chariot and Champions Sprint Stakes could be added to the mix, but Dettori has won those races at least once before they were upgraded to Group 1 status.

If Dettori is in search of someone in his corner to help him win a first July Cup, seeking the advice of another veteran of the weighing room, John Egan, could be advantageous.

The 51-year-old was aboard Les Arcs, who defeated Iffraaj in 2006. and his other ride in the race, Pastoral Pursuits, also yielded victory in 2005.

This time Egan is booked for Lim's Cruiser, the Singapore sprinter who made a respectable British debut when eighth in the Diamond Jubilee Stakes at Royal Ascot and is the outsider of the field.

Armchair guide - a whistle-stop tour of ITV's televised races

1.45 Ascot
Betfred Heritage Handicap 5f
There are riches on offer for sprinters away from Newmarket, with the opening race of ITV's marathon broadcast worth more than £60,000 to the winner.

2.05 York
John Smith's City Walls Stakes | Listed | 5f
More fast-paced action, this time on the Knavesmire. Could we see a contender for the Nunthorpe emerge?

2.20 Newmarket
bet365 Mile Handicap | 1m
The first televised event from Newmarket, with the market in flux following the withdrawal of the favourite Honest Albert, due to be ridden by Frankie Dettori.

2.40 York
John Smith's Silver Cup Stakes | Group 3| 1m6f
Run over the Ebor course and distance, there are some smart stayers on show, including Gold Mount, who won at the course last time.

2.55 Newmarket
bet365 Superlative Stakes | Group 2 | 7f
Juveniles come to the fore, with several once-raced winners putting their reputations on the line.

3.15 York
John Smith's Racing Handicap 1m
A tight seven-runner handicap, which features Masham Star, who will be making his 13th start of the year.

3.30 Newmarket
bet365 Bunbury Cup 7f
More handicap action, with 20 runners set to do battle on the July course in this historic race.

3.50 York
John Smith's Diamond Jubilee Cup Handicap 1m2½f
It is the 60th running of the John Smith's Cup, a contest that has the longest-standing sponsor of a Flat race in Britain.

4.00 Ascot
Fred Cowley MBE Memorial Summer Mile Stakes | Group 2 | 1m
The highlight of Ascot's card, with Beat The Bank bidding to defend his crown.

4.40 Newmarket
Darley July Cup | Group 1 | 6f
Last but by no means least, the top-class jewel in the crown of a bumper day of action as some seriously quick sprinters collide.

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