The 5,000 and 10,000 metres champion (pictured top) from London 2012 sports a blond goatee beard – similar to that worn by Virgin boss Sir Richard Branson – in a print and advertising campaign launched across a number of national newspapers.

The Team GB ace joins film and television stars Stephen Fry, David Tennant, Samuel L Jackson and Uma Thurman in appearing in adverts for Virgin Media.

The world's fastest man and triple London gold medallist, Usain Bolt, will also return to television screens to promote Virgin products.

Sir Richard Branson and Usain Bolt pose during a Virgin Media promotional campaign

Jeff Dodds, Virgin Media executive director of brand and marketing communications said: "After delivering a stellar performance in the Olympic Games, Mo has found a special place in all of our hearts and is a fully fledged national hero.

"We're absolutely delighted to be working with him.

"Virgin Media is all about delivering brilliant entertainment and nobody has got the nation cheering at their TVs more than Mo over the last couple of weeks.

"Like Mo, we are also obsessed with speed, particularly broadband speed.

"Mo will join our other sponsored athlete, Usain Bolt, in ensuring that we inspire the nation to 'keep up'."

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