Sky Partners with Team GB Through 2028 Olympics

Sky has joined forces with Team GB and ParalympicsGB in a partnership that will spotlight British athletes' journeys over the next two Olympic cycles.

The collaboration kicks off with the Milan Cortina Winter Games next month and continues through the 2028 Los Angeles Summer Olympics and Paralympics. Sky will share athletes' stories, celebrate their wins, and connect millions of UK viewers to the people competing on the world's biggest sporting stages.

"Team GB is made up of extraordinary athletes with powerful stories to tell," said Team GB chief commercial officer Tim Ellerton. The partnership aims to deepen connections between fans and athletes while inspiring young people across Britain.

Sky will support athletes throughout their entire training and competition journey, not just during the Games themselves. This means audiences will get to know the people behind the medals, including their challenges and breakthroughs along the way.

Paralympics GB commercial director Jenny Seymour emphasized the partnership's broader mission: championing inclusion, challenging perceptions of disability, and inspiring future athletes. The collaboration reflects values both organizations share around ambition, resilience, and excellence.

The deal strengthens Sky's position as Britain's largest investor in women's sport and extends their commitment to supporting UK athletics. By bringing these stories directly to customers and communities, Sky hopes to make Olympic and Paralympic sports more accessible than ever.

The Ripple Effect

When major broadcasters invest in telling athletes' complete stories rather than just broadcasting events, it changes how we connect with sports. Young people see themselves in these journeys, disabilities become visible in positive contexts, and entire communities rally around their local heroes. This partnership doesn't just air competitions. It builds the foundation for the next generation of British Olympians and Paralympians by showing kids that these dreams are real and achievable.

The Milan Cortina Winter Games begin February 6, giving Sky just weeks to start sharing the stories of athletes who've trained their entire lives for this moment.