Olympic chiefs have admitted a Big Mac and fries could be on the menu when the 2012 Games come to Wimbledon.

It emerged McDonald’s – Olympic food sponsors – may provide catering at the All England Club during a briefing on preparations for the Games’ tennis tournament, earlier this month.

Players will also be allowed to ditch their all-white kit, and colourful Olympic branding is set to dominate playing arenas.

But according to Norman Plastow, president of the Wimbledon Society, the move threatens to erode the reputation of not only Wimbledon tennis, but the town’s international brand.

He said: “It would be a real pity if we have to see tennis at Wimbledon commercialised like this. The Olympics is becoming a gigantic commercial event with so much money thrown at it, and that detracts from the sport.

“Wimbledon is known all over the world on the back of tennis – this is a question of not losing that respect. I think it is important we protect the heritage of both the event and the town. We should keep standards high.”

Debbie Jevans, director of sport and venues at Locog –- the Olympic 2012 organising committee – said: “We are discussing the catering throughout our venues.

“It may well be you could have a McDonald’s at Wimbledon. That is not outrageous. That is not all they sell, but I am sure there is many a tennis player who enjoys a burger.”

A consultation about the event opened earlier this month – although the potential issue of traffic disruption in Wimbledon during the Olympics will not be tackled until next year.

Officials did, however, pledge to stick to Merton’s planning restrictions limiting night matches.