The British Olympic Association (BOA) has launched a new initiative to partner 33 FTSE 100 companies with 33 national governing bodies (NGB) of Olympic sport.
British Airways, GlaxoSmithKline and Corus are among the companies that have agreed to share their skills with NGBs to help the BOA achieve its aim of Team GB finishing in the top four in the medals table in the London 2012 Olympics.
BOA chairman Lord Moynihan says: "Elite performance is business driven. The NGBs and athletes, just like successful businessmen and women, have to deliver results, be it support services, a top contract or an Olympic medal. These partnerships will provide an exchange of values and best practices which I am sure will be beneficial for both worlds."
Moynihan adds that AstraZeneca vice-president Bev Salt has signed up to help set up and run the initiative.