The chair of UK Sport, Baroness Sue Campbell, has said the organisation has a mission to make the 2012 Olympics Britain’s most successful Games ever.

Addressing students at Sheffield Hallam University at the PE, Sport Development and Coaching conference, Campbell outlined her goals for sport in the country in the run up to the Games.

“Our ambition for 2012 is fairly simple,” she said. “We have a mission. We want Great Britain to be the most successful it has ever been at any Olympic and Paralympic Games. We want to hear the national anthem played more times than it has ever been played before. I believe we will do that. I absolutely know we’re on the right course to do that.”

Campbell called for a change in British sporting culture in order to achieve this mission.

“One of the key dimensions to elite success is culture. We must try to get away from this British culture where it is okay to do your best and come second. Well it isn’t. Can we always be first? That’s a different question, but I don’t want to come second. I want to be the best we can be.”