London 2012 Olympics: The businessmen backing Team GB David Ross, the co-founder of Carphone Warehouse and BOA non-executive, says the £20m is like the "cream at the top of milk." Given that at the Beijing Olympics in 2008, four of Great Britain's golds were won by a total of just 0.87 seconds, this cream could be pivotal. "If someone gave us £50m, we could spend it in 60 days," says Pinsent. The appeal has attracted support from Visa, adidas and Deloitte but is being anchored by 30 donors, 30 ambassadors and six patrons - the highest rank of supporter of whom only two are named, Lord Fink and Patel. "We are being very British about sharing the stadiums," says Lord Fink. We are being entirely fair so we need to find fair ways to gain an advantage. Lord Fink was introduced to the Team 2012 Appeal by Patel and decided to donate following his experiences at previous Olympics. He attended the 2000 Sydney Olympics with a close friend who later died suddenly, and then had to watch the 2004 Olympics in Athens from a hospital bed after being diagnosed with a brain tumour. Robert Swannell, the chairman of Marks & Spencer, is an ambassador, The former Schroders investment banker says he has always been "extremely interested" in the Olympics because of his family history - his grandfather competed in the 1924 and 1928 Olympics. "I understand that success and failure is separated by fractions of a second, so I wanted to give what help I could," he explained. Rex Woods, Mr Swannell's grandfather, competed in the shot-put for Great Britain in Paris and Amsterdam while also practising as a doctor. "He was a remarkable man," says the M&S chair. Donating to the London 2012 team has allowed Swannell to get close to the modern-day Olympians. The supporters are invited to watch training days, attend dinners, and go to sporting events with the athletes. "They are risking all of their life for a very short period of time, you can't help but be on their side," he adds. If you see them train and what they put themselves through it is astonishing. Swannell says a key part of the programme has been getting athletes to talk to staff at Marks & Spencer, which also donated as a company. "The message is that if you are sufficiently determined you can achieve what you want," Swannell adds. John Ayton, the founder of Links of London with his wife Annoushka, says the programme has led to modern pentathlete Katy Livingston and women's handball player Britt Goodwin addressing staff at his new luxury jewellery business Annoushka, named after his wife. "This [hosting the Olympics] could set a tone for the new generation," he explains. Ayton is now keenly following the progress of Mo Farah, the 5,000m and 10,000m runner, and Tina Cook, the event rider ahead of the Olympics. The funds raised by the Team 2012 Appeal mean Cook, who has two young children, has been able to afford a nanny and spend more time with her horse before competing. Ayton and the contributors to the appeal have no say over which sport or which athlete receives their funds - that is determined by the BOA and other sporting bodies - but their involvement in the programme has led to them developing attachments with certain sports. "Through Team 2012 I feel I have played some small part and I'm sure our athletes will really do us proud this summer," says Sir Stuart Rose. "You should have heard me screaming at the curling in Vancouver [for the 2010 Winter Olympics]," Chai Patel adds. If Vancouver is anything to go by the celebrations for even one medal is great. One of the reasons Patel became involved in the programme is that he believes success at London 2012 for British athletes will be a huge boost to the UK. "As a nation we are a bit lost in a competitive sense," he says. "We can't do the 'Rule Britannia" thing anymore and people find inspiration in difference ways these days. Sport acts as a great catalyst. It is not a substitute for education, but it represents a set of core values. With just weeks to go until the Olympics, success for Britain and the contributors to the appeal is fourth place in the Olympic medal table and more golds than the 19 won in 2008. Pinsent says the £18m raised so far is a "good job," but is still targeting £20m to help achieve that goal. "Look at this pencil," he says in the BOA offices. It says Team GB, Better Never Stops. For further information on the Team 2012 Appeal contact appeal@teamgb.com or visit www.team-2012.com