Producers of Strictly Come Dancing, I'm a Celebrity... Get Me Out of Here and Dancing on Ice are all interested in securing London 2012's champion athletes, The Sun reports.
Cyclists Bradley Wiggins and Elizabeth Armitstead are said to be major targets, while sailing star Ben Ainslie, gymnast Beth Tweddle and swimmer Rebecca Adlington are also being courted.
ITV is said to have approved appearance fees nearing six figures in a bid to get Wiggins and Armitstead on I'm a Celebrity... Get Me Out of Here.
"It's war between the rival shows to get the biggest Olympic names signed up and smash their rivals out of the water," a source said.
"The nation has fallen in love with the Games and the most popular athletes have shot to the top of the celeb target lists."
A BBC insider added: "Our priority is to secure as many London 2012 medal winners for this series of Strictly as possible. We want to get some big sporting names on board."
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