MO FARAH has redefined British men's endurance running with his exploits in Daegu, but world gold and silver at 5000 and 10,000 metres is only the start.

European champion at both distances last season, he has set UK records in each this year, and broken Britain’s endurance duck at major championships. Until his victory on Sunday, no UK male had won gold at 5000m, 10,000m or marathon in either the Olympic Games or World Championships.

That is despite the world federation acknowledging a host of Britons as world record-holders: Chris Chataway (1954), Gordon Pirie (1956) and Dave Moorcroft (1982) at 5000m; Dave Bedford (1973) at 10k; and marathon men Henry Barrett (1909), Harry Green (1913), Jim Peters (four times from 1952-54), Basil Heatly (1964) and Steve Jones (1984).

All are iconic figures who failed to cap their careers with a global title -- underlining the difference between running against the clock and racing. Yet Farah, a modest 14th all-time at 10k, and 25th at 5k, has overtaken all of them.

This presents his agent, Ricky Simms (who also looks after Usain Bolt), with a powerful negotiating tool. Farah will now command anything from $30,000 to $70,000 (depending on the strength of the field) for a Diamond League 5k or 10k. And one Olympic title next year, never mind two, would up the ante considerably.

Then there is endorsement income and, with a home Olympics, there will never be potential for richer pickings. Londoner Farah has almost certainly moved past the dethroned heptathlon and triple jump champions Jessica Ennis and Phillips Idowu as the top poster figure of 2012, and will soon be a millionaire.

Having run the fastest half-marathon by a Brit this year, his debut at the full distance is eagerly anticipated. That will clearly be after the Olympics but, even without marathon training, Farah’s best for the half (60.23) suggests he is already capable of going under 2.08 for the marathon.

A marathon debut in London as an Olympic champion could be worth as much as $250,000. His finishing pace would be a match for anyone, putting six-figure prize money within reach. It is hard to overstate his potential.

Ennis is an outstanding athlete by any standards: charismatic, articulate and easy on the eye. She will still dominate female markets, but Britain’s love affair with men’s middle distance and endurance is hard-wired over generations steeped in cross-country and road running from 5k to the marathon.

Some may suggest this reflects sexist notions, but the standing ovation which Farah received for his Crystal Palace victory pre-Korea spoke volumes. It’s easier for UK fans to relate to an endurance runner than a heptathlete, especially given the depth of quality in Farah’s event compared to the heptathlon.

The fastest men’s 5k last year was 12.51 (17th all-time) yet more than 40 people ran within 5% of that. Ennis topped the heptathlon rankings with 6823 points (14th all-time). Only six athletes got within 5% of her, and the last of these was Tatyana Chernova, who last week beat Ennis for gold.

The last Brit to make an Olympic 5000m podium was Scotland’s Ian Stewart, now head of endurance at UK Athletics, and a guiding hand on Farah’s recent career. “Financially, Mo can do just as well at 5000 and 10,000, because he can probably do more of them than he can marathons,” said Stewart, 1972 bronze medallist in Munich. “He could earn a huge amount.”

He will, without doubt, end up at the marathon. The building blocks throughout his career were laid by marathon expert Alan Storey, his long-time mentor who has received scant credit. That has been overly reserved for Alberto Salazar, the former New York and Boston marathon winner who Farah has only recently joined.

“I have a lot of respect for Alberto,” adds Stewart, “but a lot of what has been done has been put together by UKA and their medical back-up team.”

Farah’s delay before moving to the marathon presents a narrow window for Andrew Lemoncello if the Fifer can overcome the injury which ruled him out in Daegu. “I’d like to have a go at the British record [Steve Jones, 2:08.23] before Mo puts it out of sight,” he told me.

Like Farah, Lemoncello is altitude-based in the United States, and the only surprise is that Farah did not try altitude sooner; it was Stewart’s first modification.

So where does Farah sit in the British pantheon? I put that to Dave Bedford, the only Brit to have held the world 10k record, and the man responsible for signing London’s elite marathon field for many years. “He is already the greatest British men’s distance runner in light of what he has achieved,” he said, “but, even if he wins the Olympics, he is some way from being up there with Bekele, Gebreselassie, Viren, Zatopek or Kuts. When you look at his age, though, he has the capacity to join them.

“He will need to have a crack at a couple of world records on the track, but Olympic gold, a world record or two, and success at the marathon would put him up there with the all-time greats. He has 10 years in which he can continue to make an impact. Who knows where that will take him beyond what he is now?”

And his marathon worth? “Let’s just say, if Mo came to a debut in London as an Olympic champion, he would instantly be in the same financial league as Paula Radcliffe,” said Bedford.

A tantalising vision, but Farah can’t rest on his laurels. His rivals will be redoubling their efforts.