enidorm's Sherrie Hewson will be available as a "rent-a-mate" alongside other celebrities for those wanting to party hard for their birthday in January.
People born in the month after Christmas have often seen their birthdays overlooked by friends who are cash-strapped or on healthy diets but now they can hire Sherrie, 68, Love Island's "Muggy" Mike Thalassitis or former professional footballer Tony Cottee to celebrate their birthdays through PlayOJO, the fair online casino.
Applications for the exclusive one-off service is open from January 17 to January 23
One lucky person will then be joined by their chosen star during their birthday celebrations in January and will be treated to a complimentary £250 bar tab courtesy of PlayOJO.
Mike, 26, said: "I was born in January, so I completely understand how annoying it can be to have your birthday during the month when all of your friends are cash-strapped and staying in to save money. It's hard to convince people to come out when the fun Christmas period comes to an end and missing your mates can put a real downer on the night, so if they won't go along and have a good time with you, I'm certainly up for it!"
One-time "Loose Women" panellist Sherrie said: "I don't like how miserable everyone seems at the start of the year with the cold weather and the back-to-work blues, so I want to do my bit to help people with a birthday this month have a memorable birthday this year."
And Tony, 53, added: "As I'm born in July, people are usually in good spirits for my birthday but those born in January sadly aren't as fortunate. I'm ready and waiting to come off the bench and be part of someone's night out!"
A spokesperson for PlayOJO said: "We don't think it's fair that those born in January will end up with the birthday blues just because they happen to have been born soon after Christmas and New Year, so this is our way of treating one lucky individual to a birthday that trumps all others."
Anyone born in January can put themselves forward to get a celebrity mate by going to Surveymonkey.co.uk/r/JKY8XML and applying.