Marketing magazine claimed today that Boots are in negotiations with Sport England over a partnership that would promote Gold Challenge through a series of on-pack and in-store marketing initiatives.

The move, which Markerting magazine claimed Boots marketing director Elizabeth Fagan is behind, will challenge consumers to attempt Olympic and Paralympic sports in the build-up to London 2012.

But Dan Thompson, the founder and chief executive of Gold Challenge, claimed to insidethegames that he is not be looking for any "commercial sponsors" in its attempts to raise money although it does want as many major companies as possible to be a part of it.

Thompson told insidethegames: "Gold Challenge has no commercial sponsors and will not be signing any.

"However, we want as many employees of as many UK companies as possible to take part in the Gold Challenge as participants and raise lots of money for charity."

Gold Challenge, which is seeking to become one of the cornerstones of mass participation legacy programme for London 2012, was by launched at a high profile event at Lord's Cricket Ground last month by Thompson, Sport and Olympics Minister Hugh Robertson, Sport England chief executive Jennie Price and British Olympic Association chief executive Andy Hunt.

The scheme is part of the £135 million ($213 million) legacy programme "Place People Play" legacy plan and Gold Challenge aims to raise £20 million ($32 million) for charity by the end of 2012 by getting people to test themselves in Olympic and Paralympic sports while organisers hope that more than 100,000 will take part and work towards helping their chosen charity.

Although Gold Challenge has no commercial sponsorship, they have over 100 charity partners.

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