British Winter Olympians are calling for greater television coverage of winter sports in the UK after their record-breaking performance at the Milano Cortina 2026 Winter Olympics, where Team GB achieved its best results ever, securing three golds, one silver, and one bronze medal. Upon returning to Gatwick Airport, the athletes expressed their desire for continuous visibility of winter sports, emphasizing the importance of maintaining the public's engagement beyond the Olympic cycle.

Athletes like bobsleigh pilot Brad Hall highlighted the significant support they received from the British public, which reflected in increased TV viewing figures during the Olympics. They believe that with a growing audience, it is crucial for TV networks to broadcast more winter sports events regularly, rather than making audiences wait another four years for the next competition. The athletes are optimistic that the excitement generated by their Olympic success can lead to better year-round media coverage.

The push for increased television exposure aims not only to keep the momentum of the winter sports’ popularity alive but also to inspire future generations of athletes. The athletes are confident that sustained coverage could enhance participation and interest in winter sports across the country, creating a more robust and engaged fan base.