Government agency UK Sport is seeking a &£2m sponsor for a national programme to promote good sporting conduct.
The nature of the programme has yet to be finalised, but it is likely to comprise sporting conduct guides for schools, sportsmanship awards and a website.
The agency has hired Team Saatchi to find a sponsor.
The sponsorship deal will run for three years, which is also the minimum amount of time UK Sport has committed to the initiative.
Sporting conduct has hit the headlines for the wrong reasons recently. Last week, rugby union was plunged into controversy as England coach Clive Woodward refused to drop captain Martin Johnson after the latter punched a player during a club match.
Team Saatchi chief executive Michael Parker – a former Olympic athlete – says: “Given the constant stories of appalling sporting behaviour, there has never been a better time for a major company to be seen helping to counter this trend. It’s time good examples were encouraged.”
UK Sport was formed in 1997 and focuses on developing athletes to compete at national and international levels. Its responsibilities include attracting major events to the country, the distribution of Lottery funds and developing ethics and doping-control policies.