A LEADING figure in British Olympic sport today slammed a government scheme to find £79million to help boost medal hopes at London 2012.

Peter King, the chief executive of British Cycling, said the plan - designed to meet the private sector commitment to the Government's Olympic funding pledge - was an "absolute non-starter".

Culture Secretary Andy Burnham briefed leaders of half a dozen Olympic sports on the sponsorship scheme called "Medal Hopes", in which companies would "buy" time with athletes.

But Mr King said it would be a burden to athletes and was likely to be opposed by existing sponsors.

"I don't think it will work - it's an absolute non-starter. Even if it does generate income it will not generate £79million," he said.

"Athletes are supposed to give three days of their time (per year) to support the lottery programmes. But it will be an extra demand on their time and there will be conflicts of interest between athletes' own sponsors, their governing bodies' sponsors and the sponsors of the Medal Hopes scheme."

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