As you might have noticed, celebrities have taken to social media in their droves. For professional athletes, these channels have allowed them to engage and interact with fans, naysayers and rivals, providing an almost endless supply of quotes and stories for the mainstream media.

With the 2012 London Olympics now officially underway (although the opening ceremony is, strangely, taking place tomorrow), the profile of the athletes taking part in these Games has never been higher. But which of these sporting stars’ personal brands is numero uno amongst potential sponsors?

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