A new initiative, designed to offer members of the Armed Forces free tickets to major sports, arts and entertainment events, has been launched at the O2 Arena in London.

The Tickets for Troops scheme, which was first announced by Conservative Party leader David Cameron, has led to the establishment of a not-for-profit, politically independent company to make thousands of tickets exclusively available to UK servicemen and women. Tickets have been donated by a range of football and cricket clubs, venues and promoters as part of the scheme, including the Universal Music Group, ten English Premier League football clubs and Cheltenham Racecourse.

Scottish Premier League football clubs, English county cricket clubs, Frank Warren Promotions, the Lawn Tennis Association and World Snooker are also among the organisations to provide tickets. Tickets for Troops patron Gary Lineker said: "As a country, we seem to have suddenly gained a respect and a pride in our armed forces, which in many ways is long overdue. Tickets for Troops recognises these are very special people for the extraordinary things they do every day of their lives."

Lance Corporal Johnson Beharry, who was awarded the Victoria Cross for courageous acts while on tour in Iraq, added: "It is heartening and uplifting for any serving soldier or ex-soldier to know that people really appreciate the work they do." Image: Conservative Party leader David Cameron (left) with Lance Corporal Johnson Beharry