London Public pressure is growing on the BBC to expand its broadcasting of Olympic and Paralympic sports during the years between Games, after a new survey showed millions of Britons want more free-to-air coverage of Team GB’s athletes beyond the Games weeks. This call has intensified just days before the Milan Cortina 2026 Winter Olympics begin, prompting debate about how the UK’s most iconic sports are presented to the public.
Public demand for more visible coverage of Olympic sports on free television is clear. But questions remain about whether the BBC, as a publicly funded broadcaster, can or will deliver it. In the meantime, athletes, sports federations, and fans alike are watching closely for how the debate unfolds.
Public Survey Shows Strong Desire for Olympic Sports on Free-to-Air TV
A recent UK Sport survey found that nearly seven out of ten people in the United Kingdom want regular broadcast coverage of Olympic sports on free-to-air channels, not only during the Games but year-round. The survey reported that 69 percent of respondents want more Olympic sport coverage, while 66 percent want more coverage of Paralympic sports outside of Olympic years.
This public appetite comes amid concerns that many Olympic disciplines receive minimal exposure during the four-year cycle despite outstanding performances by British athletes. Fans point to real stories of elite competition and rising stars that go largely unseen because broadcasters focus heavily on major football, cricket, and national events.
The survey has become a central piece of evidence in UK Sport’s push for wider access and transparency in how broadcasting decisions are made. It reflects a broader cultural shift where audiences are seeking deeper, continuous engagement with sports outside flagship events.
UK Sport Chair Says BBC Has a Duty to Do More
Professor Nick Webborn, the chair of UK Sport, has publicly urged the BBC to respond to this call by expanding its coverage of Olympic and Paralympic sports during non-Games years. Webborn, appointed as UK Sport chair in 2025 and widely respected within the sports community, has been in dialogue with senior BBC sports executives about this issue.
Webborn said that discussions with the BBC’s director of sport, Alex Kay-Jelski, were “positive,” but did not result in specific commitments from the broadcaster. He emphasized that more detailed planning is needed to put expanded coverage into practice.
Speaking ahead of the Milan Cortina Winter Olympics, Webborn suggested that the BBC has a unique role as a publicly funded channel to showcase Team GB beyond the headline moments of the Summer and Winter Games. He said more regular coverage of lesser-known Olympic sports would help maintain public interest in British athletes and inspire future generations.
Athletes and Sports Bodies Urge Better Exposure
Within the UK’s Olympic ecosystem, frustration has been growing over how some sports are covered. Many believe that premier competitions and emerging stars deserve more prominence on mainstream television, especially given the public investment in sport and the success of British athletes on the world stage.
For example, the Keely Klassic, an athletics event organised by Olympic 800m champion Keely Hodgkinson, was only available on the BBC’s digital “red button” last year, while BBC Two aired a repeat of a heritage show instead. Many fans and athletes saw this as symbolic of broader shortcomings in coverage.
Similarly, Aquatics GB had to step in to stream the World Aquatics Championships after the BBC dropped coverage, underscoring the gap between audience demand and broadcaster delivery. Critics argue that events with high British participation and medal prospects should be standard fixtures on free-to-air channels.
These moments have fuelled calls for change across sports organisations, with some pushing for more collaborative planning between broadcasters and sports bodies to ensure events of national interest are accessible.
Broadcasting Rights and the Ofcom Code
The debate comes amid existing broadcasting regulations in the United Kingdom. The Ofcom Code on Sports and Other Listed and Designated Events lists specific major sporting events that must be broadcast live and free to the public. This includes high profile football tournaments and other major events but does not currently cover most Olympic sports outside the Games themselves.
Under this code, free-to-air broadcasters like the BBC and ITV must show designated events to ensure wide access for UK viewers. But many Olympic sports, national championships, and world cups fall outside this list, leaving coverage at broadcasters’ discretion.
Supporters of wider coverage say updating regulations to include more Olympic and Paralympic sports could align broadcasting rights with public interest. Critics, however, caution that expanding free-to-air obligations could strain broadcast budgets and logistics.
Winter Olympics Sparks Renewed Interest
As the Milan Cortina 2026 Winter Olympics approach, with events scheduled through February, UK Sport argues this is a key moment to spotlight British winter athletes and justify more consistent coverage. Webborn noted that favourable time zones for UK audiences could help boost live viewership and engagement.
Across recent Games, British athletes have delivered standout performances that resonate with audiences, whether through medal wins or compelling personal stories. Supporters of better coverage believe that year-round visibility would strengthen national pride and broaden fan bases.
Many British viewers also follow Olympic sports through digital platforms, social media, and niche feeds, but there is still strong desire for traditional broadcast presence on channels like BBC One and BBC Two.
