Lloyds Banking Group will be keeping tabs on ITV’s I’m a Celebrity … Get Me Out Of Here as Noel Edmonds brings his battle against the lender to the jungle camp.

The TV presenter’s appearance on the reality show is expected to coincide with his lawyer delivering a letter that will kickstart Edmonds’ much-trailed lawsuit against Lloyds. He is expected to claim up to £60m related to the collapse of his business in 2006, which he blames on the fraudulent activities of a small group of rogue bankers and their associates, who have since been jailed.

ITV has confirmed that the Deal or No Deal star will be a late entrant to the new season of the reality TV programme, which launched on Sunday. Edmonds is expected to drop in for the final minutes of Wednesday night’s show before making a full debut on Thursday.

Lloyds press team contacted the Guardian before Edmonds’ appearance, in light of speculation that he will use airtime to escalate his complaints against the lender. The former DJ has been running a high-profile campaign against the bank, which has included setting up a website and an online radio station with messages detailing his case. He also turned up at the bank’s annual shareholder meeting and attempted to get Lloyds’ black horse TV ads banned.

The bank declined to comment on his inclusion on I’m A Celebrity.

Edmonds is planning to take the bank to court over claims that his firm, Unique Group, was pushed into failure amid a high-profile fraud at the Reading branch of HBOS, the banking group which Lloyds acquired at the height of the financial crisis.

HBOS Reading bankers have since been jailed over the £245m loans scam, with victims’ cash spent on sex workers and luxury holidays.

Edmonds told the Guardian last week that his legal team was readying a pre-case letter that would be given to Lloyds on Wednesday, but his lawyer, Jonathan Coad, explained that preparations for I’m a Celebrity had resulted in a slight delay.

Coad said he would deliver the letter to Lloyds lawyers by hand on Thursday morning. The formal claim is scheduled to be filed after 21 December, assuming no settlement is reached in the meantime.

“We are still waiting for Mr Edmonds to file his legal claim. If he does file his claim, it will be contested‎,” the bank said in a statement.

Initial damages have been calculated at more than £30m, but Coad explained that they may push for as much as £60m as they are still valuing total losses.

Lloyds has set aside £100m to compensate HBOS Reading victims, and says it has made “good progress” compensating about 70 customers affected by the fraud.

The bank has failed to reach a resolution with Edmonds through mediation.