Milano Cortina 2026: Time now to widen sports policy?

Guy Griffiths, Client Executive 
13/03/2026

At first glance, football, rugby and cricket may seem far removed from snow-covered Italian hills. Yet they both demonstrate that sport and politics are inseparable, whatever the arena. At their core, Britain’s success in both traditional and newer sports revolves around economics, culture and social change. 

The emergence of association football in the nineteenth century stemmed from Britain’s industrialisation and urbanisation. The divide between rugby union and rugby league mirrors enduring North–South inequalities. Cricket, meanwhile, is inseparable from Britain’s imperial past. Because these sports underpin national identity and pride, there is broad agreement that public policy should protect their institutions, ensure sustainable growth and safeguard their cultural legacy.

This February, however, attention shifted to a less familiar corner of British sport. The 2026 Winter Olympics proved the most successful in Team GB’s history. Never before had Britain won more than one gold medal at a Winter Games; at Milano-Cortina, the country won three. The question now is how government should respond. Can athletes such as Charlotte Bankes, Huw Nightingale, Matt Weston and Tabitha Stoecker become the faces of a renewed and more inclusive national sports strategy?

A renewed focus on winter sport opens an important debate about regional investment. Many of the disciplines that delivered Olympic success are rooted far from Westminster and the traditional centres of sporting power. Sliding sports cluster around regional hubs such as Bath and the North East, while snowsport talent is often nurtured through small clubs in Scotland and Wales. Strategic funding for niche organisations can therefore act as a powerful levelling-up tool, supporting specialist facilities, coaching networks and talent pathways outside London and the South East. Winter sport offers a compelling test case as modest, targeted investment can produce disproportionate returns in international success, local pride and economic activity.

There is also an unavoidable climate dimension. Climate change poses an existential threat to snow-based disciplines, with warmer winters shortening seasons and increasing reliance on artificial snow and overseas training. Smaller organisations are often least equipped to absorb these pressures, yet they are most exposed to fragile environments. Public funding becomes not just a performance issue but a policy choice about sustainability. Supporting winter sport bodies to invest in greener travel, adaptive training models and climate-resilient facilities aligns elite sport with broader environmental goals. In this sense, winter sport funding sits alongside energy, transport and climate policy - another reminder that sport is not insulated from the defining political challenges of our time.

Finally, winter sport success contributes to Britain’s global soft power in understated but meaningful ways. Olympic achievement remains one of the few arenas in which nations are judged on soft power-adjacent metrics such as sporting excellence, fairness and innovation. By backing emerging disciplines and niche organisations, the UK signals that it values diversity, long-term development and ambition beyond the obvious. Winter athletes become informal ambassadors, extending Britain’s influence through international sporting networks that reach far beyond traditional diplomacy. 

The success of Milano Cortina 2026 should not be treated as a feel-good anomaly. It presents a challenge to policymakers. If the government is willing to protect football, rugby and cricket because of their cultural and economic weight, it must also recognise the strategic value of smaller sporting ecosystems. Niche organisations are where innovation occurs, regional opportunity is created, and future success is often forged. Sport funding is always political because it reflects who and what we choose to value.