Exactly 18 per cent chose former middle distance running star Coe as the most famous British Olympian, with decathlete hero and double Olympic champion Daley Thompson claiming second place with 13 per cent of the vote.

Rowing icon Sir Steve Redgrave, who won five Olympic gold medals across five Games, picked up 12 per cent of the vote to take third spot.

"I'm very flattered," Coe told insidethegames.

"Daley is my closest friend so I will have great pleasure in reminding him of this when I next speak to him.

"It will be good reminding Steve [Redgrave] of the fact too."


Coe, now 54, claimed gold in the 1500 metres at the Moscow 1980 Olympics (pictured) before defending his title at Los Angeles 1984 Games.

He is the only person to win consecutive Olympic 1500m titles.

"It is obviously an honour to be voted the most famous British Olympian ever but I'm a bit surprised that there are still enough people out there to remember my racing career," Coe added.

The research conducted by Visa was to mark the launch of Team 2012, presented by Visa Facebook pages, which went live this month.

The pages provide everyone with an opportunity to find out more about the athletes who could represent Great Britain in 2012 and potentially become the heroes of the future, to follow their progress and show support for them in the run up to London 2012.

Many athletes will be contributing directly, giving everyone a chance to catch up on the latest news on their progress towards London 2012.

There will also be regular opportunities to win items related to the Olympic and Paralympic Games.

As part of the research, Visa also asked Britons which sport they would most like to represent their country at.

The most popular choice was swimming with 12 per cent followed by the 100m in athletics with six per cent and football four per cent.

Colin Grannell, Head of Partnership Marketing at Visa Europe, said: "With London 2012 just over a year away, a huge amount of dedication and commitment is being shown by our Team 2012 athletes on their journey towards qualification.

"As a global sponsor of the Olympic and Paralympic Games and as presenting partner of Team 2012, we want people to use the Facebook group to show their support and find out more about all our up and coming athletes, as well as previous medallists who all need our support in what will be their first ever home Olympic or Paralympic Games."

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