A new sponsorship deal will see athletes' families receive free ticket to their chosen Olympic events.
New scheme sees athletes' families get tickets for their events
The British Olympic Association (BOA) has moved to quell fears athletes' parents will not be able to watch their sons and daughters compete at next year's Olympics by offering them free tickets as part of a new sponsorship deal.
The BOA announced on Wednesday that it had come to an agreement with Procter & Gamble (P&G) that will see the American-based company buy two tickets for the families of athletes competing at London 2012.
The scheme, called "Nearest and Dearest" will also ensure Paralympic competitors will be given four tickets for their families.
The scheme only guarantees tickets to family members for the first heat the athlete takes part in.
Should the athlete have to go through several rounds to make the final, family members will have to pay for subsequent tickets allocated by the London Organising Committee (LOCOG).
Conned
The initiative is designed to prevent the type of controversy that erupted around the 2008 Olympics when Rebecca Adlington's parents were conned in to paying £1,000 for a pair of fake tickets to watch their daughter compete in Beijing.
It is also designed to help give athletes peace of mind as they prepare to take part in the first home Olympics since 1948.
"We want to make sure that athletes have the least possible distraction when they get to the Games," BOA chief executive Andy Hunt said.
"Some athletes have told us about how they have had friends ringing them up before competition asking them how to get tickets and where is best to park. That distracts the athletes and we want to avoid that.
"You do that by making sure they have the best possible education about how they get their tickets and get to the venues.
"P&G are going to pay for the first wave of tickets for the Olympic athletes' families.
"They will still have access to the friends and family tickets from LOCOG so as their son or daughter proceeds through the competition they will have the opportunity to buy those additional rounds."
Hunt announced that the BOA will hold events in 14 cities across the United Kingdom ahead of the Games at which athletes' families will be invited to see how the scheme works.
The 'nearest & dearest' programme is in partnership with P&G - supporting family and friends of all Team GB and ParalympicsGB athletes in the lead up to London 2012. Visit www.pgproudsponsorofmums.co.uk
