Seb Coe had overall charge of delivering the London Olympic and Paralympic Games Credit: David Davies/PA Archive/Press Association Images
Lord Coe capitalised on his Olympic success today as he agreed an image rights deal thought to be worth as much as £12 million.
The chairman of the London organising committee, Locog, sold his 93% interest in Complete Leisure Group to communications and sports marketing group Chime Communications.
The deal gives Chime the rights to Lord Coe's client, consulting and non-executive director fees, plus commissions, royalties and appearance income for the next 15 years.
Lord Coe will receive a "golden hello" payment £1.5 million followed by regular payments in cash and shares
LOCOG Chairman Seb Coe and International Olympic Committee President Jacque Rogge are taking to the stage. Seb Coe said:
Welcome to London. Welcome to the 2012 Olympic Games. Welcome from every one of us. I have never been so proud to be British and to be a part of the Olympic movement as I am on this day at this moment ... I love sport. You have love sport to compete at it. There is a truth to sport ... This is our time. And one day we will tell our children and our grandchildren that when our time came we did it right. Let us determine, all of us all over the world, that London 2012 will see the very best of us.
Coe to consider reducing price of Olympics tickets
London 2012 Chairman Seb Coe told ITV News Sports Editor Steve Scott he would consider reducing the price of the remaining expensive Olympics tickets in a bid to help them sell out.
He said: "We'll look at all those sorts of things, we've got any number of options" but added he did not think organisers would actually have many tickets left.