The straight-talking entrepreneur is encouraging Ryman’s 2,500 employees and their millions of customers to raise in excess of £100,000 for Sport Relief weekend, which will take place from Friday March 19 to Sunday March 21.
To help raise funds, the retail group is selling exclusive Sport Relief pens and pencils at £1 each, with the full £1 going straight to Sport Relief.
As the front-man for the campaign, Paphitis agreed to do a series of funny poses, which Ryman’s marketing boss Sarah Cheetham, persuaded the Dragon to use in stores, inviting the public to raise ‘loads of money’.
“By having Theo’s presence in over 200 high street locations, combined with vehicle posters on all our lorries on the nation’s major roads, we have created a significant advertising campaign running for ten weeks,” explains Cheetham.
Ryman employees are also encouraged to raise funds themselves through ‘zany’ activities in store, such as exercise bike races and sport quizzes. Paphitis himself will take part in the Sport Relief Mile in Bristol, and another at the rebuilt Weston-Super-Mare pier.
“Having recently returned from a trip to Kenya with fellow Dragons where we saw the positive impact of money raised through Sport Relief, I am more determined than ever to raise loads of cash,” says Paphitis.
“The experience was completely humbling – it’s great to know that the money raised will transform the lives of those in desperate need across the UK and world’s poorest countries.”
You, too, can run alongside Paphitis, by signing up for the Sport Relief Mile here.