Seb Coe's image worth as much as £12 million

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