Other brands were less forthcoming with congratulatory messages – perhaps deterred by talk of the IOC being more vigilant this year in enforcing Rule 40, which is designed to protect sponsor privileges.
Team GB partner Müller has been regularly chiming in with its #InTeamGBsCorner strapline and hashtag. After Saturday’s impressive day, the dairy producer shared Team GB’s photo montage of the event, and has been congratulating individual athletes.
Team GB partner, the supermarket chain Aldi, has gone pun-tastic on Twitter:
Nissan reused content from its tongue-in-cheek brand campaign.
Adidas, which provides the Team GB kit, used images of winning athletes:
Samsung, an Olympic sponsor whose Rugby World Cup 'School of Rugby' campaign has been repurposed for the Olympics, has been referenced by its celebrity ambassador, the comic Jack Whitehall:
Fitness First, the gym chain and Team GB partner, has been pumping iron as it produces graphics aplenty for winners – with the chance to win a competition by retweeting its posts:
Non-partner brands have joined the fun in places, although those with global social channels avoided celebrating the victories of a particular nation. They have also been less likely to specifically mention the Olympics.
Jumping into the weekend pic.twitter.com/ItVu7w56OS— Toblerone (@Toblerone) August 12, 2016
Bolton Council congratulated its local golden boy, the cyclist Jason Kenny, while sport specialist Loughborough University has been keeping track of its alumni:
Sir Jason Kenny anyone? #nightfolks ??— Bolton Council (@boltoncouncil) August 14, 2016
Finally, former UKIP strategist and now journalist Raheem Kassam used Team GB's success to make a point about Brexit, with his message retweeted by 'leave' campaign group Leave.EU: