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I'M A Celebrity star Sam Thompson has been branded a "game player" for sparking a TV 'bromance' with his campmates.
Fans have watched on as the former Made In Chelsea star struck up a close bond in camp with the likes of Fred Sirieix and Marvin Humes.
Sam, 31, has appeared on a variety of huge reality shows such as Celebs Go Dating and Celebrity SAS: Who Dares Wins.
Long-time watchers of the TV personality couldn't help but recall his enduring bromance with Ibiza Weekender rep Jordan Davies on Celebrity Big Brother.
Viewers of I'm A Celebrity have taken to X - formerly known as Twitter - as they noticed the on-air pattern of behaviour.
One fan asked: "Am I the only one who finds Sam annoying? Like I understand the ADHD but that doesn’t mean you can just be annoying."
They continued: "Like leave poor tony alone. He always likes a bromance to make himself go further in the show like he did with Jordan in CBB #ImACeleb #ImACelebrity"
Another user noted: "Sam is obsessed with everyone. It was Jordan in CBB and Pete wicks for a while. Why can’t he just do thing on his own. But he knows bromances go far in reality tv. Sam the game player."
Some fans even called the action from the start as they predicted that he will try and strike up a notable friendship with his fellow campmates.
One fan stated: "Calling it now, Sam will try form a bromance straightaway #ImACeleb."
Another noted: "I think Sam and Fred are going to be the bromance of this series 😍."
"Let the Fred & Sam bromance commence 🥰🥰🥰 #ImACeleb," declared a third.
As a fourth enquired: "Why is sam so obsessed w fred #ImACeleb," along with the laughing GIF with a woman spitting out her coffee.
Sam's bromances are wide and varied - he's struck close bonds with Marvin and Fred but also boxer Tony Bellew.
Last night he completed a trial in the Misery Motel along with Marvin and Tony where the trio worked well together to earn 24 out of 30 coins to spend in the jungle vending machine.
