The 3-year agreement, which was inked in London on 8 July 2010 with the aim of improving athlete awareness, will see the two companies working closely to educate elite athletes in all Olympic, Paralympic and world class disciplines about betting-related issues and the role they can play in preventing corruption and ensuring integrity in their respective sports.

Founded in in 2004, the British Athletes Commission (BAC), is an independent organization representing the interest of athletes in Great Britain.

David Yu, Betfair Chief Executive stresses the importance of Betfair's new campaign: "This partnership gives us a unique opportunity to work together in educating athletes about this issue in the run-up to the 2012 Olympic Games in London.”

Apart from the agreement with BAC, the pioneers of person-to-person betting also have a partnership with the Professional Players Federation.