Adlington's two titles at the Beijing Olympics helped boost swimming's profile but the sport remains one of the most vulnerable in the UK due to the downturn.

 

Other British sports which may also be struggling for the big money pay-outs linked to television revenues, sponsorship, gate receipts and merchandising include darts, winter sports, bowls, hockey and badminton.

 

Britain, aided by Lewis Hamilton as Formula One's new world champion, counts motor sport, top level football, rugby union, cricket, golf and athletics as its most recession-resistant sports.

 

The findings are from a study by Professor Simon Chadwick who is founder and director of Coventry University's Centre for the International Business of Sport and also a director of the University of London's Birkbeck Sport Business Centre.

 

The changing economic climate, television revenues, ticket sales, previous events, consumer spending and unemployment were among the data reviewed in the research commissioned by Weber Shandwick Sport, a new international dedicated sports public relations agency.

 

Chadwick said: "What we are seeing is that size does matter in sport.

 

"The sports suffering the most from the downturn receive little mass-media coverage and therefore have limited appeal to sponsors and other commercial partners.

 

"Where crowd sizes are already low, the credit squeeze is placing even more pressure on the smaller professional clubs and sports and that means they need to do more than ever before to survive or prosper."

 

He argues that Adlington's success along with other British stars of Beijing may have helped participation levels but not necessarily spectator numbers.

 

Chadwick said: "Rebecca Adlington is significant but she cannot do it on her own.

 

"No one knows how long it will be but the length of the downturn may also make a difference.

 

"She is a very successful brand ambassador.

 

"She has broken the world record.

 

"People will want to associate with her but but she can not do it on her own.

 

"There needs to be other swimmers who are successful.

 

"Other people need to follow her and that is an issue for managers."

 

Falling ticket sales in the face of possible rising unemployment may be a problem that organisers have to confront in the future.

 

Chadwick said: "In some ways, the downturn is not just a challenge, but also an opportunity for the smartest sports, teams, companies and investors.

 

"It is forcing us to examine how things can be better run, better managed and better organised, for a brighter future for sport."