GB Snowsport Chief Urges City Execs to Sponsor Winter Athletes
GB Snowsport chief executive Vicky Gosling has issued a compelling call to action for City executives and high-net-worth individuals to step up and sponsor British winter sports athletes. Speaking exclusively to City AM, Gosling outlined her radical vision for transforming how winter sports are funded in the UK, particularly as Team GB heads to the Milano Cortina Winter Olympics with ambitious medal targets.
The Funding Challenge Facing British Winter Sports
Gosling revealed the stark financial reality confronting British snowsports. The organisation receives just £1.7 million in total funding, with specific disciplines receiving minimal support. Alpine skiing gets only £82,000 annually, while cross-country skiing receives even less at £64,000 per year. "It doesn't go that far, if we're really honest," Gosling admitted, highlighting how these modest sums must stretch across multiple decentralised disciplines.
The funding gap becomes particularly evident when considering recent Olympic performance. While Team GB achieved five medals at both the 2014 Sochi and 2018 Pyeongchang Games, their haul more than halved to just two medals at the last Winter Olympics. Snowsport specifically failed to add to their historical tally of just three medals across all 24 editions of the Winter Games.
Innovative Sponsorship Propositions
Faced with these financial constraints, Gosling has developed innovative approaches to attract corporate support. She's turning to traditional lobbying methods with a modern twist, offering potential sponsors unique experiences with athletes as part of sponsorship packages.
"We would love to attract high-net-worth individuals to our foundation that we've created in the past year," Gosling explained. "We'd love to attract brands, and we'd like to attract businesses. A lot of businesses are getting interested in getting involved in sports, and we demonstrated that the more investment that we have, the greater the opportunity we have to produce levels, and the more successful we can be."
Her proposition includes offering sponsors the chance to buy time on the slopes with athletes, creating personal connections while supporting athletic development. This approach mirrors successful models elsewhere, particularly in the United States where US Ski and Snowboard recently secured a $100 million partnership with investment bank Stifel and is considering private equity approaches.
British Talent Deserving Recognition
Gosling emphasised the exceptional talent within British winter sports, despite the country's lack of natural snow and mountain ranges. "We have unbelievable talent," she stated, recalling how at last year's corporate event, no attendees could name British world champions when asked to raise their hands. "And it's really sad," she added, highlighting the visibility challenge facing winter sports athletes.
Recent performances suggest this talent is ready to shine. In just the last two weeks, 21-year-old Kirsty Muir secured her third title and fourth podium at the 2026 X Games in Aspen. Meanwhile, Charlotte Bankes and Huw Nightingale head to Italy as 2025 Team Snowboard Cross World Championship silver medalists, demonstrating Britain's competitive edge across multiple disciplines.
The European Winter Sports Opportunity
The coming years present a unique opportunity for British winter sports. The Milano Cortina Games will be followed by the 2030 Winter Olympics in the French Alps, with Switzerland favoured for 2038 after Salt Lake City hosts in 2034. This European focus means UK-friendly time zones for television coverage, potentially exposing millions of British viewers to winter sports over consecutive Olympic fortnights.
Gosling believes a successful Games for Team GB could fundamentally change how winter sports are perceived and funded in Britain. "Money enables you to escalate money," she noted, pointing to the US model where their foundation generates approximately $60 million annually. "If we can have more funds that can help us elevate and show what we're capable of, then I think it'd be a lot easier. Hopefully the Olympics amplify everything."
The Path Forward
As Team GB competes in Milan, Gosling's goal remains clear: she wants next year's GB Snowsport corporate event to feature attendees who can confidently name British world champions. The coming days of Olympic competition will significantly influence whether this vision becomes reality, potentially transforming the funding landscape for British winter sports through increased corporate engagement and sponsorship.
