Sported, which was launched nationally last month, is a charity looking to play the role of "business angels" by providing support to the sports for development sector in the UK.

Originally inspired by Sir Keith's experience running London's successful bid, he decided to make a personal commitment to delivering the legacy of the Games by setting up an organisation that aims to improve the lives of disadvantaged young people through sport.

Coe, who was present at the launch event in London, has now committed to becoming an ambassador for the charity.

His role will focus on raising the profile of the charity through the media, in addition to engaging the business community by attending events on behalf of Sported.

Sir Keith said: "The addition of Seb as an ambassador for Sported will have a significant impact on the organisation.

"We have created Sported to play the role of business angels dedicated to development projects in sport across the UK and there are few people in the country with more passion to help deliver this than him.

"We are delighted to have him join as an ambassador as it further enhances the reputation of the charity."

Coe commented: "One of the biggest goals of hosting the Olympic and Paralympic Games next year is to inspire change.

"Keith's vision for Sported is to play a unique role in delivering this across large and small sports programmes, to help people at the grass roots level and encourage existing sport for development projects to maximise their potential.

"I feel passionately about ensuring the power of London 2012 is used to motivate people to get involved in sport in order to deliver an inspiring legacy and I am thrilled to be an ambassador for Sported."

Sported's role is to identify relevant projects, which aim to deliver social change, and to work with them on a long term basis to ensure they operate more efficiently.

Its hundreds of members around the UK range from regional charities to social enterprises and individually run community sport groups.

Sported's volunteers, individuals from all walks of life with a wide range of business expertise, provide business advice on areas such as business planning, policies and procedures, marketing, finance and fundraising.

The volunteer programme is now open for anyone who has business experience and provides a unique opportunity for those who want to work in sport without having sporting qualifications.

The charity has also been awarded the Inspire Mark, given by LOCOG to non-commercial organisations who deliver projects and events that are accessible and are genuinely inspired by the London 2012 Games.

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