The Winter Olympics 2026 – the coolest show on earth

While the Olympians will be ascending snow-topped hills, hopefully on the path to sporting glory, I’ll be leaping into my comfy spot on the sofa to watch them in awe, witnessing every thrilling race, impressive display of skill and holding my breath at the sheer absurdity/adrenaline-inducing antics of some events – that’s right, luge, I’m looking at you!

So, let’s start at the obvious place – our GB team gliding forward in the hope of securing gold!

 

Piping hot for victory

Meet Zoe Atkin: competing in her second Winter Olympic Games, the 23-year-old has a point to prove. After qualifying fourth at Beijing 2022 and ultimately finishing in ninth place, Atkin has gone from strength to strength: she won the prestigious X Games title in superpipe in 2023, claiming silver in 2024 and then finally securing the gold medal in the women’s freeski halfpipe in Engadin, Switzerland in March 2025. Can she go all the way at the main event?

 

Let’s go Team Mouat!

Now for the sport that has us all on the edge of our seats… No, I’m not talking about the ski jump, I am of course talking about the curling! Great Britain have won an incredible three curling medals at the Winter Olympic Games, including gold at the first-ever event at the 1924 Chamonix Olympics. Bruce Mouat, Grant Hardie, Bobby Lammie and Hammy McMilan are keeping the nation’s hopes alive coming into the Games full of confidence after winning their second world title in Moose Jaw, Canada in March 2025. Can they ‘sweep’ the competition aside and win the ultimate title of Olympic champions?

 

Weston vs Wyatt

I do wonder who watches the skeleton and decides it’s a great idea to throw themselves headfirst down a windy, icy track on a tiny little sled? Well, Matt Weston and Marcus Wyatt certainly thought so, and turns out, they’re rather talented at it!

Following the success of GB’s female skeleton athletes – Amy Williams and Lizzy Yarnold –Weston claimed his second world title in 2025, continuing his impressive run, having secured silver in 2024 and gold in 2023, while Wyatt placed second at the 2025 world championships. They push each other to the limit – and could easily push onto the podium.

 

Come-back Charlotte

Heading into her third Winter Olympic Games is snowboarder Charlotte Bankes. Determined to improve on her sixth-place finish in the team event at Beijing and recovering from a broken collarbone, Bankes made waves among her competitors when she won silver in March 2025 at the world championships in Engadin. Can she go one better this year?

 

Next in line for the ice dance throne?

Could Torvill and Dean’s legendary 42-year reign as Great Britain’s ice dancing king and queen come to an end in 2026? Lilah Fear and Lewis Gibson won Great Britain’s first world ice dance medal in 41 years, claiming bronze at the 2025 world championships. Could the crown be passing on?

 

Bob (sleigh) meets Brad

Brad Hall, Arran Gulliver, Taylor Lawrence and Greg Cackett are back on the ice track with intent, fresh from their 2025 world championship bronze. The question is simple: how fast can they fly this time?

 

The brands behind the games

Great sporting moments don’t happen alone. They’re made possible by the incredible brands and partners working behind the scenes – and this year’s Winter Olympics have an impressive line-up. Take a look at who’s helping bring the games to life.

• Airbnb – Keep athletes and fans perfectly placed with millions of unique stays and local experiences.
• Alibaba – Drive the digital backbone of the games, powering e-commerce and tech innovation.
• Allianz – Provide world-class insurance solutions for athletes, fans and organisers.
• Coca-Cola – The longest-running Olympic partner, refreshing the games for nearly a century.
• Corona Cero – Global beer partner championing moderation with its alcohol-free brew.
• Deloitte – Accelerate the IOC’s digital transformation and sustainability mission.
• Omega – The legendary official timekeeper of the games, measuring every millisecond of magic.
• P&G – Celebrate athletes and the families who support them, with brands we all know.
• Samsung – Connect the world through innovative tech and decades of Olympic partnership.
• TCL – Deliver top-tier home tech and display innovation to fans worldwide.
• VISA – Enable secure, seamless payments across 200+ countries during the games.

 

Why marketing partners matter

They’re the unsung heroes – powering the tech, timing, travel, insurance, logistics and global connection that transform the Olympics from a sporting event into a worldwide celebration.

Which events are you most looking forward to at this year’s games? What do you think are some of best sport sponsor partnerships? What’s the secret to Olympic success?