Andy Murray, Sir Chris Hoy and Tom Daley are supporting a partnership between the Commonwealth Games in Glasgow and Unicef.
A special range of Games merchandise is available to buy, with at least 50p from each purchase going to Unicef.
Wimbledon champion Murray said: "It's great that the Glasgow 2014 Commonwealth Games are partnering with Unicef in order to save and change children's lives across Scotland and the Commonwealth.
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"Sport is a powerful way to transform children's lives, and I hope that these Games can be an opportunity for us all to support Unicef's work.
"Just a small act like buying a pin badge or making a donation could make such a difference to some of the Commonwealth's most vulnerable children.
"It was a proud moment to be asked to get involved in the campaign and I look forward to continuing my relationship with Unicef in the future and getting involved in some of the great work they do with children around the globe."