Oh my god – she kissed Kenny! Britain has a new sports power couple in Laura Trott and Jason Kenny

Forget Posh and Becks – Trott and Kenny are marketing gold

Of course, Laura Trott and Jason Kenny never planned to have their first public kiss while sitting directly behind the greatest marketer in sport, David Beckham. But that's what happened. And as a result, that first photographed snog had all the publicity impact of the perfect product launch. The potential for a cycling Posh and Becks was born.

The former England football captain has been even more adept at building "Brand Beckham" than he has been at taking free kicks. Becks always tries to be first to congratulate a goal scoring teammate, so that he appears in television pictures and back-page photographs with his winning smile. But for once he seemed unaware he was in shot as Laura and Jason locked lips behind him at the beach volleyball final.

Should they have wanted any advice on how to develop the commercial potential of their relationship, they would have done well to take his business card. David and Victoria have put the family name to all kinds of products, from perfumes and body lotions to jeans. But whether Britain's Olympic golden couple would have the same marketing muscle is a moot point.

Fellow cyclist Bradley Wiggins has already shown that he is a brand in his own right. He has amassed more than half a million followers on Twitter, where he is able to support causes ranging from Fred Perry clothing to the Joining Jack muscular dystrophy charity. Max Clifford has estimated Wiggins' earning potential at £20m over five years because of his "squeaky clean image".

As a couple, Trott and Kenny offer an added dimension to potential sponsors who can weave a narrative story around their romance on wheels. And unlike many celebrity couples, such as the Beckhams or Jamie and Louise Redknapp, Trott and Kenny are both successful participants in the same sport.

"It's only early days but as long as it's not done to keep the paparazzi happy and there is genuine depth to the relationship I think this is something new and that's why we are seeing such a reaction," said Steve Martin, chief executive of M&C Saatchi Sport.

Tim Ashton, creative director of Antidote, a specialist branding company that has worked closely this year with both the Team Sky cycling project and Team GB in the Olympics, said that the extent of their appeal will be linked to whether the current public passion for cycling extends beyond London 2012.

"The long tail effect after the Olympics is what people are talking about. Track cycling tends to be an Olympic-only sport for most people," he said. The attendances at the Manchester velodrome for the Revolution track races hardly compare to those that Becks was used to at Old Trafford. Both riders already have agents. They will also have seen how colleague Victoria Pendleton has worked with the retailer Halfords to develop a range of everyday bikes for women. "Do they have a his and hers bike?" asked Mr Ashton.

The intense training schedule of leading cyclists inhibits opportunities for doing commercial work. A further problem is the small pool of hard-core racing cyclists, of whom there are only around 50,000. So Trott and Kenny would need to widen their appeal beyond their sport. "They could be seen to be encouraging cycling as a recreational thing, or as a cheap way of commuting – or as a way of falling in love," said Mr Ashton.

Suggested Topics
Have you tried new the Independent Digital Edition apps?
A model of a Neanderthal man on display at the National Museum of Prehistory in Dordogne, France
Dawkins: 'There’s a very interesting reason why a prince could not turn into a frog – it's statistically too improbable'
newsThat's Richard Dawkins on babies with Down Syndrome
Malky Mackay salutes the Cardiff fans after the 3-1 defeat at Liverpool on Sunday
footballFormer Cardiff boss accused of sending homophobic, racist and messages
Rodgers showered praise on Balotelli last week, which led to speculation he could sign the AC Milan front man
Life and Style
life – it's not, says Rachel McKinnon
Arts and Entertainment
Eye of the beholder? 'Concrete lasagne' Preston bus station
architectureWhich monstrosities should be nominated for the Dead Prize?
Caption competition
Caption competition
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Daily Quiz
Independent Dating

By clicking 'Search' you
are agreeing to our
Terms of Use.

Day In a Page

Middle East crisis: We know all too much about the cruelty of Isis – but all too little about who they are

We know all too much about the cruelty of Isis – but all too little about who they are

Now Obama has seen the next US reporter to be threatened with beheading, will he blink, asks Robert Fisk
Neanderthals lived alongside humans for centuries, latest study shows

Final resting place of our Neanderthal neighbours revealed

Bones dated to 40,000 years ago show species may have died out in Belgium species co-existed
Scottish independence: The new Scots who hold fate of the UK in their hands

The new Scots who hold fate of the UK in their hands

Scotland’s immigrants are as passionate about the future of their adopted nation as anyone else
Britain's ugliest buildings: Which monstrosities should be nominated for the Dead Prize?

Blight club: Britain's ugliest buildings

Following the architect Cameron Sinclair's introduction of the Dead Prize, an award for ugly buildings, John Rentoul reflects on some of the biggest blots on the UK landscape
eBay's enduring appeal: Online auction site is still the UK's most popular e-commerce retailer

eBay's enduring appeal

The online auction site is still the UK's most popular e-commerce site
Culture Minister Ed Vaizey: ‘lack of ethnic minority and black faces on TV is weird’

'Lack of ethnic minority and black faces on TV is weird'

Culture Minister Ed Vaizey calls for immediate action to address the problem
Artist Olafur Eliasson's latest large-scale works are inspired by the paintings of JMW Turner

Magic circles: Artist Olafur Eliasson

Eliasson's works will go alongside a new exhibition of JMW Turner at Tate Britain. He tells Jay Merrick why the paintings of his hero are ripe for reinvention
Josephine Dickinson: 'A cochlear implant helped me to discover a new world of sound'

Josephine Dickinson: 'How I discovered a new world of sound'

After going deaf as a child, musician and poet Josephine Dickinson made do with a hearing aid for five decades. Then she had a cochlear implant - and everything changed
Greggs Google fail: Was the bakery's response to its logo mishap a stroke of marketing genius?

Greggs gives lesson in crisis management

After a mishap with their logo, high street staple Greggs went viral this week. But, as Simon Usborne discovers, their social media response was anything but half baked
Matthew McConaughey has been singing the praises of bumbags (shame he doesn't know how to wear one)

Matthew McConaughey sings the praises of bumbags

Shame he doesn't know how to wear one. Harriet Walker explains the dos and don'ts of fanny packs
7 best quadcopters and drones

Flying fun: 7 best quadcopters and drones

From state of the art devices with stabilised cameras to mini gadgets that can soar around the home, we take some flying objects for a spin
Joey Barton: ‘I’ve been guilty of getting a bit irate’

Joey Barton: ‘I’ve been guilty of getting a bit irate’

The midfielder returned to the Premier League after two years last weekend. The controversial character had much to discuss after his first game back
Andy Murray: I quit while I’m ahead too often

Andy Murray: I quit while I’m ahead too often

British No 1 knows his consistency as well as his fitness needs working on as he prepares for the US Open after a ‘very, very up and down’ year
Ferguson: In the heartlands of America, a descent into madness

A descent into madness in America's heartlands

David Usborne arrived in Ferguson, Missouri to be greeted by a scene more redolent of Gaza and Afghanistan
BBC’s filming of raid at Sir Cliff’s home ‘may be result of corruption’

BBC faces corruption allegation over its Sir Cliff police raid coverage

Reporter’s relationship with police under scrutiny as DG is summoned by MPs to explain extensive live broadcast of swoop on singer’s home