HE aims to become the first man to walk solo and unaided to the South Pole and back.

But John Wilton-Davies' ambitions look to have been thwarted unless an 11th hour sponsor can be found.

Mr Wilton-Davies, 46, of Clyst Honiton, near Exeter, has been planning to trek the 1,400 miles for two years.

His idea is to pull all his equipment and supplies in a sled weighing 400lb across the polar region in temperatures as low as -40 degrees C.

However, despite initial expressions of intent, no business has come up with the funds John desperately needs to support the venture.

And because of looming bad weather, he will face a year's postponement unless a major TV deal he recently secured changes some corporate attitudes.

The adventurer believes there is "less enthusiasm" to support British attempts to beat world records than in the past.

He said: "The recent pride and excitement felt around Britain following our sportsmen and women's performances in the Olympics does not yet appear to have spread to British firms.

"Nothing stirred the nation's imagination 100 years ago like an attempt on the South Pole.

"Shackleton, Amundsen and Scott were household names and national pride and glory were the prize.

"The enormous costs of sending dozens of well- equipped men to the other side of the world for two or three years were regularly met by the Government, industry, and even private individuals."

With the possibility of missing out on his dream, John is urging a sponsor to get involved, insisting it would benefit as well.

"Compared to historical efforts, this modern expedition is considerably cheaper and a sponsor would gain substantial exposure from the general media interest worldwide, especially given that the last person to attempt to walk back from the Pole was Captain Scott," he said.

"In addition, a major US TV company is producing a big-budget programme about the expedition, including live filming from Antarctica, and intended for worldwide distribution.

"If a sponsor cannot be found urgently, the expedition cannot go ahead, raising the risk that Britain will not be able to claim perhaps the last great polar prize."

For more information visit www.lastgreatchallenge. com.