The poll found that only half of those surveyed were proud to be British but over a third felt "very British" when watching the Olympics.

 

The research, conducted by British Airways, a tier-one London 2012 sponsor, the Social Issues Research Centre (SIRC) and YouGov, also found that Sir Steve Redgrave was their favourite British Olympian after winning a record five gold medals.

 

Interestingly, the gold medal won by Daley Thompson in the decathlon at the 1984 Olympics also featured highly in the British public's favourite memories.

 

Thompason was controversially overlooked earlier this year by Camelot to appear on a National Lottery scratch card of Britain's favourite Olympic athletes.

 

More than two-thirds of those interviewed could recall a favourite Olympic moment with Dame Kelly Holmes' double gold medals in the 800 and 1500 metres at the Athens Olympics four years ago coming second.

 

The research found that  some events are also identified as being more "British" than others, especially equestrianism.

 

Kate Fox, the co-director of the SIRC, said: "Despite the mixed fortunes of Team GB over the years the Olympics inspire a sense of Britishness that is absent in most other major international sporting events as it allows all of the nations that constitute the UK to compete as one.

 

"The Olympics have the ability to unite the nation and offer something for everyone.

 

"With 2012 on the horizon the London Games looks set to be the next defining moment in Britishness."