Strictly and Big Brother... and where else for Team GB's stars?

Victoria Pendleton has signed up for 'Strictly Come Dancing' (PA)

The sight of Team GB members leaving the celebrity haunt Mahiki on Monday night after consuming a reported £15,000 worth of drinks should come as no surprise.

Since the Games, many of our fine athletes have been enjoying the trappings of a modern celebrity lifestyle, which provide a distraction from the grind of training. Things started when judoka Ashley McKenzie entered that place of ill-repute and fallen stars – the Celebrity Big Brother house. Yesterday it was announced that medal-winners Victoria Pendleton and Louis Smith had signed up to be contestants in this year's Strictly Come Dancing. Surely it is only a matter of time before Channel 4 recommissions the celebrity-sporting reality show The Games, so we can enjoy their talent for what it is.

What else can we expect from our Team GB? Billboards and TV adverts are a given, so are ranges of sporting goods. Then there are the "at home" shoots in the likes of Hello!.

Worse still, it wouldn't be a great surprise to see a few mixing winter sun with publicity with some set-up beach photographs. And don't forget the kiss-and-tells and the likelihood that at least one will pitch their own reality show.

We think we might prefer them when they were just "athletes".