Ashling O’Connor, Olympics Correspondent, Beijing
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British business must dig deep to plug a £100 million hole in the 2012 Olympic sports funding plan by backing a new national sponsorship scheme, a Cabinet minister said yesterday.
Andy Burnham, the culture secretary, will launch the ‘Medal Hopes’ campaign after Beijing in a bid to cover the shortfall so athletes do not suffer funding cuts as they train for the London Games.
In light of Britain’s best Olympics for nearly a century, he believes companies will flock to be associated with the next Rebecca Adlington, the double Olympic swimming freestyle champion, or a future Chris Hoy, the super-cyclist with three gold medals around his neck.
“This Olympics has gripped people in a way I have never seen before. Everyone wants a piece of it,” he said, after arriving in Beijing ahead of Gordon Brown, the prime minister. “It is about saying to business – ‘get on board, join the effort’ - contribute regionally, nationally or whatever level you can. This will be the only official route for an association with the team preparing for 2012.”
Ministers claim to have a “credible” scheme to raise the £79 million still needed to fund the target of finishing fourth in the 2012 medals table.
The first £21 million is to be honoured with additional Lottery funds after UK Sport, the funding agency for elite sport, spent the money this financial year.
Details of the scheme are still sketchy and it is not clear exactly what it is that ministers have to offer potential sponsors. Mr Burnham suggested naming rights to the Olympic venues could be sold, although that could only come into effect after 2012 because rules dictate they must be free of advertising during the Games.
Boris Johnson, the London mayor, could block such a plan because it is the London taxpayer that will pay for their upkeep after the Games and naming rights could subsidise maintenance costs.
Athletes funded by the Lottery could also be called on for promotional work but there are already huge demands on their time from their personal and sports governing body sponsors. UK Sport only has a contractual right to five days a year from each athlete receiving grants.
Another challenge will be to find sponsors that do not compete with those already backing Olympians. For example, Sky would not permit the hugely successful track cyclists to carry the logo of a rival broadcaster after it agreed its own multi-million pound deal with the team.
Perhaps the biggest challenge is the credit crunch and an acknowledgement that the sports sponsorship market is already crowded. The government will be competing for money with London 2012, which holds all the official Olympic rights and is halfway through a £650 million sponsorship drive to help cover the £2bn cost of staging the Games.
Mr Burnham insisted there was money to go round, adding that the taxpayer would not be asked to underwrite the full £100 million.
“To give a guarantee for the full four years would be to say we are not going to have any private funding success. I am absolutely confident we will,” he said. “There is no panic and there is no downgrading of our aspirations for 2012. We all have a vested interest in having the strongest team in London.”
The problem of the missing millions arose after Mr Brown announced a £600 million six-year funding package in the March 2006 Budget when he was Chancellor. The condition of an extra £200 million in Exchequer funding plus £300 million of Lottery money was that £100 million – split into £20 million tranches over five years - would be found from the private sector.
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David Davies is great, he has inspired me, to now turn to open water after my 1500 National successes. I think he did an amazing swim and i don't blame him for what he did. I hope he stays on for 2012 and by then have a bit more experience well done David!
Joel, street, England
His 3RD ever open-water marathon. Seriously, give the guy a break. I wouldnt be surprised if he wanted to puke his guts up afterwards. And then to be manhandled by a complete stranger on top of it.. no wonder he got annoyed. This incident doesnt mean British people are horrible.
Well done Dave!
Katherine John, Dinas (near Barry!), Wales
All guests were well treated but they treated our chinese people as what???? Western people always said China has not got a good human right, on the other hand, there are a strong culture of racism and bullying within the UK!!!! Is it FAIR??????
Aki, Leeds,
as we can see, this is how an educated gentleman should be... shame on you! mr. silver medalist! write off his name on the olympic list...
matthew, san francisco, usa
If there are many gentlemen behaving like David Davies in London, I would strongly suggest that International Olympic Committee re-considers the location of 2012 Olympic Games.
Shame on this English gentleman!
George, Dallas, United States
this silver medalist and the other two coach has no manner at all. it shows they are lack of sportsmenship and spirit of the olympics. shame on you David Davies, the king of the olympics. Great sportsmneship you have shown there.
martin, Vancouver, Canada
David Davies,You should feel ashamed of yourself.,she just told you :"it's time to go to the medals podium,everyone is waitting for you."
Liu han, Luzhou, China
Hope that someone can do something.
J.C.Y, Taipei, ROC(Taiwan),China
And George, Dallas, he is not English, he is WELSH where we have a proud tradition of self respect, and resistance to tyranny.
Siôn Jones, Swansea , Cymru
Well done David, you must be famouse in China now.
Tony, London, U.K
Thank you for letting people know what a British gentleman looks like.
Simon, Marseille, France
If there are many gentlemen behaving like David Davies in London , I would strongly suggest that International Olympic Committee reconsiders the location of 2012 Olympic Games.
Shame on this English gentleman!
George, Dallas, United States
David Davis didn't show any Olympics' spirit at all, he should be disqualified to participate in 2012 London Olympics!!
Charis, Paris, France
First you are a man she is a woman. Second she is doing her job in due diligence and may be even for free because she is a volunteer. Third you are supposed to abide by the award ceremony rules even if you are abroad in a developing country where you may feel yourself superior to the local.
Rick Powell, Bristol, Wales
Don't believe whatever you read on BBC about their coverage of China and Russian, and other countries not sharing their "ideology". Also, you think BBC promotes freedom in speech? You never get your comments published on their website if they don't like it. Read the comments and you'll soon find out
David Fanning, Swansea, South Wales
Never seem British Gentleman but hoodlums.
Esp. in the event of sport games.
David Davies, HKG ,
Totally NOT new to me. Once my brits coworkers were discussing their fighting with French regarding which side should drive (L/R) in the English Channel Tunnel. I said UK probably should change just for convenience driving in Europe. One coworker replied: "CIVILIZED SOCIETY DRIVES ON THE LEFT!"
Eagleman, Calgary, Canada
I think the lady should splash water back in his face, and say "I am celebration for you"!
Shame on you David Davies,Kevin Renshaw, and Michael Scott.
Shame on you BBC!-- "She did no such thing?"
NO!!! She did everything RIGHT! The only thing she did wrong is she didn't splash the water back!
Amy, Auckland, NZ
wow! thank you for showing the real character of the Englnad people to the world
cao, hebei, china
Aristotle was asked on one occasion, how much educated men were superior to those uneducated as you David Davies, "As much," said he, "as the living are to the dead."
dong4pailou, Beijing, China
I used to think Englishmen are gentlemen.
But now I think I was wrong.
See you 2012,'GENTLEMEN'.
zhen, Changchun, China
I knew more about London from David Davies,but not from David Beckham!
someone should apologize!
han, Beijing, China
WOW!!!
What a gentleman!!!
Shame on U!
Shame on BBC!!
XU, Shandong, China
You are telling to the World what a British Gentleman is! Well done!
Ronnie, edinburgh, UK
I don't see any overzealous behavior. The marshals just did what they were supposed to do. What a shame on these British gentlemen!
Chris, Irvine, USA
Congratulation, David!
However, your way of 'shaking a champagne bottle' is a little bit weird. Hope this will not be routin in London 2012.
Melody, Cleveland, US
What a shame! While Chinese are so kind to their guests but such kind of guests did not shou any respect. I always thought most English men are gentleman till I met a group of English tourists on the airplane from New Zealand to Sydney. They are shouting to each other and swaping the seats........
david, Perth,
David was a shame of British although he got a medal in Olympic. As a Chinese people, I don't know what British education is in home and in school. Does British know how to respect the others?
Wang, BJ, China
Well done Dave! You successfully irritated 1.3bln pple against you and your little island, and proved that Brits are even ruder than their neighbours across the English Channel.
Simon, Shanghai, China
Chinese government told us that every chinese should treat foreigner people frendly and warmly,because,they are guests.However,this man said no to respects.
Shame on you, David.
Billy, Changsha, China
Hey David, it must be a great achievement for you.
You were too busy training and forgot to take your manner class in school and at home? I'd like to see you win gold in London, and shake your "champagne bottle" to the "overzealous" British marshals, hmm.. wonder what British media will say then.
Gary, Hong Kong,
David should apologize
Wang, Nanjing, China
I used to work for a British charity and was impressed by their good manner and gentle heart. but this, indeed a surprise! I hope this not the society that UK is turnning into.
James , Xi'an, China
That is so-called English gentleman?
Well, Bejing do not welcome this so-called gentleman.
Bowen, Shanghai, China
Oh my ..... is there anyone true Englishman out there who has the courage to comment on this disgraceful behavior? No, there isn't. The Brits are only overjoyed by another medal, be it any colour. Is it pride, is it prejudice, or is it mere jealousy that blinded you folks?
Bobby, London,
Cultural difference has nothing at play here. Just use common sense and common respect to others. In fact it's not the first time that BBC has disrespected the formal crowning ceremonies by wasting no time to interview players whilst the winninh athlete's national anthem is being played
Bobby, London,
david did a great example to the world, to show how british "gentleman" act, well done!!
dave, hong kong, china
Shame on you !!
Ruby, London, UK
Shame on Davies. He is so disgraceful.
Alex, Houston, Texas
disgraceful
Olivier, London,
David Davis, Shame on you!
Alex, Borman,
David must apologize.
Kate, Vallero,
Go Breat Britain, show to the world how well-mannered your people can be: splashed water in other's face; Just shut up!; water-splashing = "shaking a champagne bottle; "overzealous Chinese marshals". Thanks to the incident, the whole world knows the current mentality of GB now.
Daniel, Vancouver, Canada
What a gentleman?
elan, Guilin, China
shame on you ,do apologize to the chinese lady !
bonnie, charlton , uk
You should apologize, Sir.
David, Brisbane, Australia
what will happen in 2012 london olympic games?is it your way to show your good manner? not be a man, just be a human being!
LvYao, beijing, China
I know Englishmen more from this rude guy. I used to think English people are gentlemen. In fact, I'm wrong. They are not. Shame on him, Shame on English people! How can you host a successful games 4 years later. I'm worry about it since you have such kind of silver medal holder.
David, Shanghai, China
Is that so called "british gentman" ?! haha, would he apologize,?? "be a man"!
Peter, sydney, AUS
WOW!!!
What a gentleman!!!
Steven, Beijng, China
what a pity, poor hero!
Yale, Shanghai, China
Maybe he is mentally ill and cannot control himself. So we should sympathize with him.
scbhorse, Shanghai, China
you disgrace you country,and your national sports!
WANG, BEIJING, CHINA
Shame on you gentleman!
maliang, Hong Kong, China
He pretend be happy, actually he feel very unhappy at that time
because he lost the gold again.
joe, vancouver, canada
To be a great swimmer, he has to learn how to be a good person first.
SHAME!!! Sliver medal!? So what!!
Justin, Vancouver, Canda
He's brought something different to China, at least made an impact that England is not only the motherland of snooker.haha.
Kai, London,
The whole medal ceremony was on hold waiting for him to come get the silver medal while he was enjoying himself so much boasting to the media. When the marshal asked him to join the ceremony, he splashed a bottle of water on the lady's face.
What fine example of a British athlete!
Kris, New York, USA
I know what the gentleman is !!!
ray, shanghai, china
well, i personally think, that even an official apology will definitely NOT be accepted.
damn stupid british man.
turly, aachen, germany
A typical English 'gentleman' - arrogant, self-centered! What makes him even shameful was that he didn't present any regrets afterwards about what he's done to the lady. Warning: DO NOT send female officials for him at next Olympics in Landon.
Spencer, Hamilton, New Zealand
say sry
Marc, spain, barcelona
so called gentle man? will you make a formal apology to the chinese girl or be so ashamed for the rest of your life?
yohotang, reading,
His behaviour reflects only upon himself.
richardye, Hangzhou, China
David Davis, what a brave man. I used to call you gb, now I call you littile islands,just becuase of you, you are welcome!
Lei, Maastricht, China
Shame on you!
david, london,
the guy and his coach are typical English gentleman!!
Brits ,before you criticize china.
please check yourself ,first.
these guys are very famous in china now.
chin, shanghai, china
What a gentman he is!!!!!
ben, xining, China
show some class, shame on u
ben, cardiff, uk
shame on you David!!!
Thomas, Birmingham, UK
David, you may have brought glory to your country. But now it's all shame that's left in people's memory.
Ben, San Francisco, USA
Shame on you!
ypintx, Weifang, China
Shame on you! a british gentleman who did that to a lady! you do not deserve a medal at all !!!
Ronnie , Glasgow,
what a shame! David, you should say sorry to that girl. you really don't deserve that medal...
Kevin, New York, USA
say sorry
alice, foshan, china
Brits, next time when you criticize China or Chinese people, you first check your behavior first. Splash water to female marshal's face makes you look so ugly. Shame on David. You don'd deserve a Olympic medal.
Tao, Hangzhou, China
David Davis, you won the silver, but lost more.....
Shame on you!
Todd, glasgow, Scotland
David Davies, an uncultivated guy. U are not qualified at all to attend Olympic at all. Look down on u no matter what metal you get.
Jasmine, Sydney, Australia
David Davies, Shame on you! Say sorry!
James, Brisbane, Australia
This is nothing if you know what English soccer hooligans look like. Hopefully, we won't see any ugly stuff in London 4 years later.
Steven Costa, Toronto, Canada
This David Davies guy has become extremely famous in Chinese Forums. People are all talking about how much of a typical English gentleman he was for not following the schedules and splashing water in a woman's face . I'd say he'd probably consider himself president of the earth if he ever won gold..
Eea-Lyn, Beijing, China
David Davis behaved rudely . Poor female marshal, she was just doing her job!
Tom, Cardiff, Cardiff
What a pity GB opted to take an inexperienced open water swimmer (only 3 events, no experience of tactics or the basics of swimming around the course by the shortest route). Now if only they had given the slot to Alan Bircher. Note Alan has 11 years of international open water experience & 8 golds.
j mackay, redditch,
I just loved this! It epitomises the British Team's performance at the Beijing Olympics. Go out to the front try, try and keep on trying. Same with the ladies yesterday. I think I am dreaming; we were hoping to make 8th place in the medal table weren't we.
David Reeves, Kuala Lumpur, Malaysia
If UK Sport have failed to find the extra £20m/year, they have been totally inept. They have had over 2 years to sort this out! Get rid of the dead wood there - sort out where they have wasted money on projects that come to nothing and athletes and sports that havnt delivered like Frankie Gavin
Peter , London, UK
I dont see why this search for the additional funding should be restricted to business. Many of us are very proud to see our athletes do so well and would be more than happy to put our hands into our pockets to see a similar level of achievement in our own hosted games. I bet we'd raise more.
John, Aberdeen, Scotland