The BSMB has been established act as a consulting service for companies thinking about using British sport to help them boost their commercial performance.

The idea is that it would use its expertise and contacts to stitch together deals, often across a range of sports, that would be tailor-made to match each sponsor's specific requirements.

However, the BSMB was always going to be dependent on the support of National Governing Bodies and other key organisations in order to be a success and it has faced resistance from many of these groups.

Amongst the sports that oppose the BSMB are athletics and cycling, who believe that their commercial prospects would be better served by remaining independent.

British Athletics and British Cycling are understood to feel they would be more successful without the support of the BSMB, while British Swimming are also said to have concerns.

Sir Keith, the leading entrepreneur who is perhaps best known for inventing the Air Miles and Nectar Card loyalty card schemes, has admitted it is now "50-50" whether he will be forced to pull the plug the BSMS, with a decision due in the coming days.

A decision will be made after Sir Keith holds meetings with rights holders with the key sports in a last ditch attempt to gain their backing.

The move comes despite Sir Keith having high hopes for the venture.


"For multinational companies, the bureau would be a one-stop shop where they can find the tools enabling them to use British sport to help them attain their particular marketing goals in an effective and efficient way," Sir Keith told insidethegames ahead of its launch.

"Some companies will still want to 'own' particular sports or athletes, but there are also a lot of companies that are looking at sport in a broader sense.

"Traditionally, commercial support falls off a cliff once the Games (London 2012) are gone.

"That is likely to happen in Britain too if nothing is done.

"The idea of the bureau is to make the cake bigger, not chop it up into different bits."

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