Tony Blair is muscling in on 2012, say Olympic chiefs

Nick Keller, who is an agent of top sports stars and runs novelty sports events for City tycoons, has appointed Mr Blair as the grandly titled Chairman of Ambassadors of his Beyond Sport foundation, set up in July.

The organisation is part of Mr Keller’s business empire, Benchmark Sport Holdings, which employs Alastair Campbell, Mr Blair’s former Downing Street spin doctor, as a non-executive director.

Getting involved: Tony Blair sits with Chinese actress Zhang Ziyi during the Beijing 2008 Olympics

Another of Mr Blair’s controversial No 10 aides, Ruth Turner, who was at the heart of the loans-for-peerages row, is a Beyond Sport adviser.

Beyond Sport and Benchmark Sport both operate from the same address in Covent Garden, London.

Connected: Nick Keller has hired Tony Blair and Alastair Campbell

Mr Keller was in Beijing for the Olympics and told officials involved in the 2012 Games that he hoped they would take part in a Beyond Sport summit next year. Mr Keller said the event would be attended by ‘some of the world’s most influential people’, including Mr Blair.

But the activities of Beyond Sport have led to concern among some Olympic chiefs on two fronts.

First, that Mr Blair could use it to get more involved in the 2012 Games and steal the limelight from London Mayor Boris Johnson. Second, the risk of a conflict of interest with Mr Keller’s commercial activities as a sport and entertainment promoter.

A well-placed source said: ‘The Olympic brand is carefully protected and we keep a close eye on anyone we believe may be trying to use it to further their own business interests.

‘Tony Blair is well regarded within the Olympic movement for his role in getting the Games for London, but there is no role for him at the event itself and no obvious reason for him to get more involved.’

Mr Campbell is a key member of Mr Keller’s Benchmark Sport business. The firm’s website features a photograph of Mr Campbell alongside one of Mr Keller. It is not known how much Mr Campbell is paid.

Ms Turner, Labour’s former director of Government relations, is a member of the Beyond Sport advisory panel.

She was arrested by police investigating claims that Mr Blair gave peerages to businessmen in return for loans to the party but the investigation found insufficient evidence of any wrongdoing. Mr Blair fiercely defended Ms Turner throughout and, after leaving Downing Street, entrusted her with setting up his Blair Foundation.

Tony Blair meeting with Chinese Prime Minister Wen Jiabao during the games

Mr Keller describes Benchmark Sport as a ‘holding company for a network of brands and businesses specialising in the development of sport and entertainment properties’.

The holding company includes Beyond Sport, which was launched by Mr Blair in a blaze of publicity in July. Its aims of using sport to ‘create positive social change’ with an emphasis on youth are almost identical to the objectives of the 2012 Games.

Mr Blair was in Beijing for the Olympics, and was pictured at a charity event last weekend with the acclaimed Chinese actress Zhang Ziyi, star of the films Crouching Tiger, Hidden Dragon and Memoirs Of A Geisha.

Mr Keller has worked for several companies including Virgin, Carphone Warehouse and Durex. He is the agent of sports stars such as England rugby player Will Greenwood.

His Benchmark Talent company hires out sportsmen for private functions. His Square Mile Sport company organises novelty sports events for wealthy City workers in London. 

Mr Keller last night failed to respond to calls from The Mail on Sunday.