British Prime Minister David Cameron today appointed London Olympics Chief Organiser Sebastian Coe as his Legacy Ambassador for the Olympic Games, Downing Street said in a statement.

In his new role, the former middle-distance runner will advise David Cameron “on how best to secure the long-term benefits of hosting the Games, particularly focusing on the economic and business benefits,” the statement said.

Sebastian Coe, 55, will also advise David Cameron on how to maximise the chances of reaching the British Government’s target of £13 billion (16.5 billion euros, $20 billion) of economic benefit as a result of hosting the Games.

“Seb Coe has done a brilliant job delivering the best Games ever. Now I want him to help me deliver the best Olympic legacy ever,” David Cameron said.

“Legacy has been built into the DNA of London 2012 from the very beginning thanks to Seb. I cannot think of a better person than Seb to be our ambassador to the global market-place and make sure we achieve our ambitious legacy targets.”

Sebastian Coe commented, “In terms of delivering world class events, Britain is at the top of its game right now. Capitalising on this within the UK and around the world is clearly a priority and I am delighted to be involved.”

The two-time Olympic gold medalist will also work as a roving global ambassador to help win new trade and investment deals for the British businesses involved in putting on the Olympics.

Sebastian Coe will advise David Cameron on ways to ensure that legacy plans across the four key areas - economic, sporting, volunteering and regeneration - are put into action.

A new Olympics legacy unit will also be set up in the government’s Cabinet Office, the statement added.

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