The Football Association need to find a 'dream team' to bring the 2018 World Cup to England, according to Sir Keith Mills, who played a key role in London landing the 2012 Olympics.

One of the criticisms levelled at England's failed bid for the 2006 tournament was that there was no well-known figurehead or big-hitter from the world of business.

Mills said: "I think that leadership is critical. If you look at the London 2012 bid I think the combination we had there of a highly-respected, well-known Olympian like Seb Coe partnered with somebody who has run big marketing programmes like myself worked incredibly well.

"I am sure the FA will learn some lessons from what we had in London 2012. I think that's a good formula if you can find the right people and there are plenty of them in this country."

Mills said the figurehead did not necessarily need to be a former footballer but that the person should have a deep knowledge about the game.

He added: "We need somebody that understands the sport from the inside, whether as a player or manager or in administration."

David Gill, the Manchester United chief executive, would have been a contender as bid chairman but he has already ruled himself out.

Former sports minister Richard Caborn, currently the Prime Minister's World Cup bid ambassador, may throw his hat into the ring, while the FA will also examine the credentials of high-profile former players such as Gary Lineker and Sir Geoff Hurst, while David Beckham is also sure to be signed up as a bid ambassador.

Brian Barwick, the Football Association chief executive, has ruled out England's bid for the 2018 World Cup involving any of the other home nations. He also played down England's position as bookmakers' favourites and said there was no question of the FA being complacent.

"We know other countries want to host the World Cup in 2018 and it is not a given but we will give it our best shot," he said. "There are a lot of things to work through ahead of us and we have to have the leadership of this campaign absolutely spot on.

"There are lots of good messages about English football across the world - both from on the pitch and away from the pitch with coaching, refereeing and business education programmes.

"We think we should seize the moment. We have government support, Sepp Blatter is very positive about English football, and on Tuesday Franz Beckenbauer said he thought 2018 should be in this country.

"But there is no complacency whatsoever and no arrogance."

The FA announced yesterday they are to launch a bid for 2018 and there is likely to be tough opposition from Russia, China, United States and Australia.

The decision was set in motion on Monday when Fifa decided to abandon rotation of the World Cup between confederations and make the only restrictions for the 2018 tournament that countries from Africa and South America cannot bid as their continents are hosting the finals in 2010 (South Africa) and 2014 (Brazil).

Fifa's 24-man executive committee will decide on the hosts in 2011 and bids will have to be officially submitted at least two years beforehand.

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