Enhanced Games, Lance Armstrong and the truth about why we hate doping Sport Business There is an irony in the fact that sponsors and broadcasters won’t touch the Enhanced Games, explains Matt Readman. Last month it was announced that the 2026 Winter Olympic Games was the first Olympiad in 28 years to have zero failed drugs tests. The “cleanest Games for a generation” is a big moment for an [...]
Why Winter Olympic growth opportunity sports like skating cannot stand still Sport Business Major competition is the lifeblood of all sport, where firmly laid foundations and high-class athleticism combine to deliver champions. Skating’s global stars have performed in front of massive audiences at the Olympics in Milan recently but for the sport as a whole, the Games are only the start of the story, meaning the opportunity for [...]
Winter Olympics success creates flurry of interest for Snowsport England Sport Business Snowsport England has reported a flurry of interest in skiing and snowboarding following Team GB’s first ever medals in both at the recent Winter Olympics. Some ski centres have had to hire more instructors to cope with rising demand credited to the success of snowboarders Charlotte Bankes and Huw Nightingale, and skier Zoe Atkin at [...]
Deloitte big winner at Winter Olympics as sponsor sees engagement surge February 24, 2026 Big Four accounting firm Deloitte was one of the best performing sponsors at the Milano Cortina Winter Olympics based on online engagement. The London-headquartered giant was joined by TCL Technology and Omega SA as the best engaged firms, according to UK engagement. According to research from adtech firm Quantcast, Deloitte enjoyed a 15 per cent [...]
I went to the Winter Olympics but I found Milan shrugging its shoulders February 19, 2026 Milan is parading its beauty at the Winter Olympics. The sun is out, the centuries-old streets are majestic and pristine. Prada, Gucci and Ralph Lauren logos plaster every corner, and there is no shortage of Michelin Guide restaurants. It’s no surprise that London has been haemorrhaging non-doms and wealthy investors to this glorious metropolis. But [...]
IOC looks tin-eared at best, cruel at worst over Ukraine helmet saga February 19, 2026 The reputations of the IOC and its president Kirsty Coventry have suffered badly from its handling of the Ukraine helmet row at the Winter Olympics, says Ed Warner. Are you not entertained? The Winter Olympics have delivered stories ranging from the titillating (penile injections, condom shortages and a narcissistic declaration of infidelity) to the enraging [...]
Winter Olympics can show Britain how to start winning again February 19, 2026 Britain’s success in the Winter Olympics is a corrective to narratives about our decline – and hold lessons for funding our public services too, says John Oxley Narratives of Britain’s decline abound. From our stalling economic growth to our inability to build sufficient housing to our overwhelmed public services, all point to the country’s struggles. [...]
Winter Olympics 2026: How insurance keeps Milano Cortina on track February 17, 2026 Every four years, the world’s greatest athletes fight to take gold, but it’s the unseen safety nets, drafted by insurers, that keep the Winter Olympics running smoothly. German-based Allianz became the exclusive insurance partner of the International Olympic Committee (IOC) in 2021, with coverage until the 2032 summer games in Brisbane, under the oversight of [...]
Matt Weston: Team GB skeleton star hit in the pocket by Winter Olympics gold February 16, 2026 The road to Olympic gold is paved with sacrifice but for Team GB skeleton star Matt Weston there is another, less common, ingredient: beer. Weston teamed up with Tabby Stoecker to claim the mixed team title on Sunday, his second gold in 48 hours at the Milan Cortina Games after he won the individual crown. [...]
Why Winter Olympians make good City entrepreneurs February 8, 2026 Olympians and entrepreneurs have a lot in common. Both are highly driven in the pursuit of their goals and work tirelessly to achieve them. This is why many top-performing athletes turn to the world of start-ups and entrepreneurship when retiring from full-time sport. High-performing individuals need to channel their energy into something, and when sport [...]