LORD Sebastian Coe, the world-beater who brought the 2012 Olympic Games to London, has pledged business gold for Kent.

The former gold medallist and world record holder urged firms to go for the millions of pounds of Olympic business up for grabs.

He said there would be great opportunities in the six-year run-up, during the sporting showpiece itself, and for years afterwards.

Yorkshire, for example - miles from London - had calculated that the Olympic Games could give a £600 million boost to its economy.

Sydney, Australia, the venue for the 2000 Games, estimates that the city has gained a £1bn tourism boost since the event, as well as 50,000 new jobs.

Kent and Medway must take every opportunity to bring some of those benefits to the county, Lord Coe said.

"I cannot believe that with its proximity to London, Kent isn’t very well placed to tap into any number of these opportunities."

But the county and its businesses had to clearly identify their strengths.

There was no point in building a venue in the hope that an overseas team would choose to base itself there..

"Build them as a response to local demand, build them for local people," Lord Coe said at the Ramada Hotel, near Maidstone.

An Olympic Nations and Regions committee would co-ordinate local projects to avoid wasteful duplication.

In particular, there would be great opportunities for catering firms, he said.

Eighteen thousand participants in the Olympics and Paralympics would need 5,000 meals an hour "across a menu range of eight regions and continents."

Lord Coe was guest speaker at a Kent 20/20 Vision event hosted by Business Link Kent, Kent County Council and the Learning and Skills Council for Kent and Medway.

It was attended by around 400 business people from across the county.

Lord Coe told them: "This is a long road. Put together your plans carefully and understand what it is that you really want to tap into. And you can win gold if you go for it in a structured way."