Sally Munday is CEO of UK Sport, one of the most influential positions in the sports industry. On Friday the 2026 Winter Olympic and Paralympic Games begins in Milan-Cortina.

How many medal will Team GB win? How much will each medal cost? And why does that matter?

UK Sport distributors around £100 million annually in public funds from the National Lottery and the Exchequer, supporting high-performance Olympic and Paralympic sports and athletes. For the 2028 Los Angeles Olympic cycle, they have announced a record £330 million investment, with around £11 million distributed directly to athletes annually through Athlete Personal Awards (APAs).

Key details regarding UK Sport funding:

Total Investment: Around £100 million per year, focused on "top end" elite sport rather than community, with over 860 medals won since 1997.
LA 2028 Funding: A record £330 million is designated for the Los Angeles 2028 cycle, supporting over 50 sports, including new additions like Flag Football and Lacrosse.
Event Hosting: Over £40 million of National Lottery funding was invested in a £150 million programme to host major international sporting events from 2013-2023.
Recent Funding Shifts: While funding remains high, some sports have faced cuts, such as UK Athletics facing a potential 10% reduction in funding.
Key Beneficiaries (Recent Cycles): Sports like Rowing (£24.85m) and Sailing (£23.9m) have received significant World Class Programme funding for the 2028 cycle.

The money is used to support elite athletes with training, coaching, and living expenses, primarily aimed at achieving success on the world stage.

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