Matt Weston makes history at Winter Olympics
Matt Weston has etched his name into British sporting history after claiming two gold medals at the Winter Olympics in Italy, becoming the nation’s first athlete to achieve such a feat at a single Winter Games, reports BritPanorama.
The 28-year-old skeleton racer secured individual glory on Friday before partnering with Tabby Stoecker to triumph in the mixed team competition on Sunday evening. His remarkable double success places him alongside Lizzy Yarnold, the two-time skeleton champion, as Britain’s most decorated Winter Olympian.
This achievement represents a watershed moment for British winter sports, with Weston now positioned to capitalise on his extraordinary performances in Cortina. Sport Finance Expert Professor Rob Wilson believes Weston’s triumph represents what he describes as “a conversion moment” for the athlete’s commercial prospects.
Speaking via OLBG, Wilson noted that whilst **winter sports occupy a niche position** in the British market, a breakout champion can still command substantial earnings. “In raw endorsement terms, the Winter Olympics in Britain sits in a very niche market, although one that is growing,” Wilson explained, adding that Weston could realistically generate around **£600,000 in the first 12 to 18 months post-games**.
Wilson further suggested that the earnings potential could climb significantly higher should Weston establish himself as the public face of British Skeleton. “If Matt can become the face of British Skeleton, then you could probably push that number beyond **£750,000, perhaps even up to £1m**,” the professor stated. These figures would represent a remarkable financial transformation for an athlete competing in a sport that traditionally struggles to attract mainstream commercial attention in Britain.
Weston himself has been mentally preparing for the heightened attention that awaits him upon returning to Britain, where he is already being mentioned as a Sports Personality of the Year contender. “I’ve kind of been preparing a little bit for it. Obviously, this was the goal coming into it – to go there and win everything,” he said. “My teammates call me Captain 110 per cent. I hate losing. So this was the goal, but to actually achieve it is pretty special.”
Wilson also highlighted broader benefits for Team GB, predicting approximately **£2 million in funding uplift** across the next cycle, which should be reinvested in skeleton and related winter programmes. The 12 to 18 months following the Games will prove crucial in determining whether Weston can maximise this unprecedented opportunity.
In the competitive arena of winter sports, where the limelight often feels distant, Weston’s achievements could very well mark a turning point, not just for his career but for the future of the sport in the UK. As attention shifts to embracing this newfound status, one can’t help but wonder how this spotlight will reshape the narratives around winter sports going forward.
