Sebastian Coe, the architect of London's successful Olympic bid, opened the London Stock Exchange Thursday and launched an online auction site - aimed at City FX traders - that will raise money for community sports projects around the world.
Coe was joined by American sprinting legend Michael Johnson and All Blacks rugby star Sean Fitzpatrick to open the LSE and launch the Web auction service - called Bid the Dream. They were joined by Jack Jeffery, CEO of electronic FX broker EBS, which built the site.
The online auction system allows City FX traders to bid for once-in-a-lifetime sporting experiences with sport stars from the Laureus Academy.
Coe launched the first auction with a starting bid for EUR5000 for a day racing F1 with Brazilian grand prix legend Emerson Fittipaldi.
Other experiences on offer include tennis with Boris Becker, a behind the scenes tour of Manchester United with Bobby Charlton, windsurfing in Hawaii with Robby Naish and cycling a stage of the Tour de France route with five-time winner Miguel Indurain.
All proceeds will support the work of the Laureus Sport for Good Foundation which focuses on helping young people use sport to overcome poverty, homelessness, war and violence, drug abuse, discrimination and AIDS.