Bosses from the three reality shows are all keen to sign up some of this year's gold medalists for the upcoming series.
According to The Sun, names on the wish lists include cycling champs Bradley Wiggins and Elizabeth Armitstead, sailing star Ben Ainslie, gymnast Beth Tweddle and swimmer Rebecca Adlington.
ITV is said to have approved offers over six figures in order to get the talent onto their shows.
An ITV source told the newspaper: “It’s war between the rival shows to get the biggest Olympic names signed up and smash their rivals out of the water.
“The nation has fallen in love with the Games and the most popular athletes have shot to the top of the celeb target lists.”
But a source for the Beeb hit back: “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.”
Strictly Come Dancing and I'm A Celebrity return to TV in the autumn.
The new series of Dancing On Ice airs on ITV1 in January.