The British Olympic Association have unveiled a scarf they hope will raise millions of pounds for athletes in the run-up to this summer's London Games.
The scarves, which come in two sizes - a large 90cm square one retailing at £10 and a smaller bandana at £5 - will be sold by Olympic sponsors Next, initially online and in shops from May.
BOA chief executive Andy Hunt said: "We would love it to be a massive success. Here is an item you can take to show you have gone out and supported the team.
"Imagine being in the velodrome the other night if all the people there had a single item like this to wave."
The BOA are hoping to emulate the efforts of the organisers of the 2010 Vancouver Winter Olympics, where around £10m was raised from the sale of red mittens.
The scarves are dotted with miniature icons depicting olympic sports and aspects of 'Britishness' such as black cabs and double decker buses.
Pascal Lemesre
