Sir Bobby, 75, who is battling the disease for the fifth time after first being diagnosed in 1991, aims to raise £500,000 for the new charity.

The cash will fund the Sir Bobby Robson Cancer Trial and Research Centre, being built at Newcastle's Freeman Hospital.

The centre will focus on early detection and treatment and clinical trials of new drugs.

Speaking at the launch Sir Bobby said: "I have had cancer five times now but I have had a wonderful life and I feel lucky to be alive.