UK Sport Chair Calls for Enhanced BBC Coverage of Olympic Sports
Nick Webborn, the chair of UK Sport, has publicly urged the BBC to significantly increase its coverage of Olympic sports during the periods between the Summer and Winter Games. This appeal comes as millions of viewers are anticipated to tune into the BBC's broadcast of the Milan Cortina 2026 Winter Olympics, which commences this Friday.
Public Demand for More Free-to-Air Broadcasting
Webborn highlighted a recent survey commissioned by UK Sport, which revealed that 69% of the British public desire more regular free-to-air television coverage of Olympic sports. Additionally, 66% of respondents expressed a wish for increased broadcasting of Paralympic sports as well.
"I believe the BBC should do more," stated Webborn. "Our findings show that nearly 70% of the public would like to see more Olympic and parasport content between Games on free-to-air channels. We are actively engaged in discussions with the BBC to explore how this can be achieved."
Positive Discussions with BBC Leadership
Webborn disclosed that he met with Alex Kay-Jelski, the BBC's director of sport, during the summer to advocate for enhanced coverage. He described these conversations as positive, though they have not yet resulted in specific commitments or detailed plans.
"Our discussions were constructive, but they did not culminate in concrete agreements to deliver particular outcomes," Webborn explained. "However, the dialogue remains encouraging, and I believe the BBC recognises that we have some truly exceptional athletes."
Growing Frustration Within Olympic Sports
Webborn's remarks echo a mounting sense of frustration within the Olympic community. Several sports organisations privately contend that the BBC, as a publicly-funded broadcaster, should allocate more airtime and digital space to Team GB's medal winners and emerging talents.
Notable instances have sparked concern, such as the Keely Klassic event—organised by Olympic 800m champion Keely Hodgkinson—being relegated to the red button service last year, while BBC2 aired a repeat of Flog It! instead. Furthermore, Aquatics GB was compelled to stream the World Aquatics Championships on its own website after the BBC discontinued its coverage of the event.
Anticipation for the Winter Olympics
Despite these concerns, Webborn expressed confidence that Team GB's athletes will captivate the nation during the upcoming Winter Olympics. He emphasised that the event's timing in a UK-friendly time zone, unlike the previous Games in Pyeongchang and Beijing, should heighten viewer engagement.
"Great Britain stands as the leading non-alpine nation in winter sports, which is a remarkable achievement," Webborn noted. "The British public has a genuine appreciation for winter sports, and having these magical moments accessible in our time zone will undoubtedly reignite excitement."
Webborn's Personal Journey and Vision
Webborn, who assumed the role of UK Sport chair last year and is the most senior disabled official in British sport, shared his personal connection to sports. After dislocating his neck in a rugby accident in the early 1980s, he spent nine months at Stoke Mandeville's spinal injuries unit, where he was introduced to sport as a means of recovery and high performance.
"Sport introduced me to a path of recovery and then to high-performance athletics," he reflected. "Watching the International Stoke Mandeville Games allowed me to witness individuals accomplishing extraordinary feats, which helped me come to terms with my own disability."
With decades of experience across 13 Paralympic Games and in providing performance support to British athletes, Webborn remains optimistic about the future. He pointed to a strong pipeline of events scheduled for the UK, which he believes will further inspire and engage the public.
"The succession of events in Paris and Milan Cortina has the potential to reconnect the British people with our sports and athletes," Webborn concluded. "We have an excellent series of upcoming events in the UK that will continue to inspire and excite the nation."
