The surroundings of London's Olympic park were transformed into a beach, as Team GB launched a campaign to improve their performance from when they hosted the Games in 2012. The beach was opened to the public on 11 July and will be at the park until 31 August.

Boxer Anthony Joshua, who became professional after winning gold in the men's super heavyweight in London, said that British athletes have the potential to do better than in 2012, when they won a total of 29 gold medals.

"By the time the Rio comes on it would have been four years [since the London 2012 Olympics], I think the world is a developing place, everything it about progress," said Joshua.

"So, I think from a sporting aspect the science in the sport, nutrition, the athletes' mentality, everything progresses. So, I think the team in 2016 would be very, very strong and I think they are going hopefully to bring back more medals that we achieved in 2012," said the current WBC International heavyweight champion.

The 25-year-old, who is hoping to fight long-reigning world heavyweight champion Wladimir Klitschko of Ukraine, said recent doping allegations involving athletics should not cast a shadow over the Rio Games.

"In boxing, before the Olympics, even now, I have been tested three times a month randomly so they are very, very, very, very cautious and they are very good so I think they will be on the top of things specially with the [doping] allegations. I think they might tighten up a few things and for sure it would be good if everyone is on an equal playing field, everyone is trained and then it just comes together," said Joshua who is unbeaten in 13 professional fights so far.

Great Britain won 29 golds and a total of 65 medals in their home Games. Host countries normally do not match their performance in the next Olympics, but Great Britain's Rio chef de mission, Mark England hopes the 350 athletes expected in Rio could buck this trend.

England said: "It is fantastic to be back in the Olympic park here with the Olympic stadium and the aquatic centre over there and just such great memories really and the 451 athletes that came to London did the nation proud and really just to engender that support, that uplifting support that carried so many athletes across the line... It is always going to be difficult of course in Rio de Janeiro but that is why are launching today great campaign."