Close Menu
    Latest Edition
    FabUK Magazine Unveils Its 27th Edition Featuring Anya Taylor Joy and Announces Major Expansion Plans
    The latest
    • Frieze London and Frieze Masters 2025
    • 5 Essential Aids for Seniors
    • LABYRINTH OPEN AIR AT TOFTE MANOR BACK BY POPULAR DEMAND, AND WITH THEIR LONGEST SET TOGETHER IN 20 YEARS SASHA & JOHN DIGWEED 6 HOUR SET
    • YUNGBLUD ANNOUNCES ADDITIONAL DATES AFTER UK TOUR SELLS OUT
    • Why You Should Think About Wearing a Bespoke Business Suit to Your Next Job Interview
    • FLORENCE + THE MACHINE
    Facebook X (Twitter) Instagram
    Fabuk MagazineFabuk Magazine
    • Fashion

      ISABEL MARANT x MARC LE BIHAN – “BE MAGNETIC” Cocktail Event in Paris

      25 October 2025

      LEM Spring/Summer 2026 – “The Blanket”

      23 October 2025

      A Dialogue Between Tradition and Imagination: emamima at Tranoï during PFW

      23 October 2025

      Hsu Yi-Shiuan’s Collection Captivates the Audience, Wins Top Honor at the 2025 Taiwan Fashion Design Award (TFDA)

      16 October 2025

      Christophe Guillarmé Paris Fashion Week Spring-Summer 2026

      15 October 2025
    • Film

      AWARD PLACEMENTS REVEALED AT 2025 STUDENT ACADEMY AWARDS

      7 October 2025

      Ferrara Film Festival Kicks Off: Co-artistic Director Claudia Conte Promises a Free and Meritocratic Festival

      22 September 2025

      A House of Dynamite Ignites the Red Carpet at Venice Film Festival

      3 September 2025

      Stars at Venice: “Father Mother Sister Brother” Red Carpet Captivates at 82nd Film Festival

      2 September 2025

      Red Carpet for The Wizard of the Kremlin at Venice International Film Festival

      1 September 2025
    • Music

      LABYRINTH OPEN AIR AT TOFTE MANOR BACK BY POPULAR DEMAND, AND WITH THEIR LONGEST SET TOGETHER IN 20 YEARS SASHA & JOHN DIGWEED 6 HOUR SET

      28 October 2025

      YUNGBLUD ANNOUNCES ADDITIONAL DATES AFTER UK TOUR SELLS OUT

      28 October 2025

      FLORENCE + THE MACHINE

      27 October 2025

      The Astral Bakers signing and acoustic performance at Rough Trade Records Denmark Street London for their 2nd Album Release

      21 October 2025

      BON JOVI and ROBBIE WILLIAMS release new single “We Made It Look Easy”

      17 October 2025
    • Travel

      Best Places To Visit in the UK For Luxurious Escapes

      16 October 2025

      Six Ways to See the World: Which Travel Personality Are You?

      1 October 2025

      Why Portugal is the Perfect Destination for a Summer Getaway

      19 June 2025

      Top 5 Euro Destinations You Can’t Miss in 2025

      23 May 2025

      CRETE’S ELE VILLAS CELEBRATES FIRST SUMMER SEASON WITH SPECIAL OFFER

      15 April 2025
    • Store
    Facebook X (Twitter) Instagram YouTube
    Fabuk MagazineFabuk Magazine
    You are at:Home»Blog»UK public gives the Winter Olympics the cold shoulder
    Blog

    UK public gives the Winter Olympics the cold shoulder

    24 February 20184 Mins Read
    WhatsApp Facebook Twitter Threads Copy Link Email
    Share
    Facebook Twitter WhatsApp Threads Copy Link Email

    New research by City Road Communications among more than 2,000 UK adults has revealed the country’s widespread disinterest in the Winter Olympics. The survey found:

    • Almost two thirds (64%) of people could not name a single member of the Team GB 2018 Winter Olympics Squad
    • 16% admitted the main reason they tune into the winter sports competition is to potentially see someone fall or crash at high speed
      • Men (20%) were more likely than women (12%) to watch the Winter Olympics for this reason
      • 18-34-year-olds (26%) were also more guilty of such schadenfreude
    • Two fifths (41%) stated that a major reason they have no interest in the Winter Olympics is because the UK does not have the climate or terrains to host many of the sports
    • A further 37% find winter sports prohibitively expensive, meaning they have little interest in skiing, snowboarding or ice-skating

    Olympic Rings
    Despite the huge number of broadcast hours, column inches and online articles dedicated to it, new research by City Road Communications has revealed that the majority of the UK public has little interest in the 2018 Winter Olympics.

    The PR and communications agency commissioned an independent, nationally representative survey of more than 2,000 UK adults. It found that almost two thirds (64%) of people across the country could not name a single member of the Team GB squad currently in Pyeongchang, South Korea for the 23rd Winter Olympics.

    In fact, one in six (16%) Brits only tune in to the BBC’s coverage of the competition for the chance to potentially see an athlete fall or crash at high speed. When it came to such schadenfreude, men (20%) were more likely than women (12%) to switch on for this reason, while millennials (26% of 18-34-year-olds) were also particularly guilty of watching with this motivation.

    The 2018 Winter Olympics are estimated to have cost £13 billion. Across 17 days 2,925 athletes will compete for 102 medals in 15 disciplines. So why, given the prestige and attention it garners on the world stage, have such large portions of the UK given the Winter Olympics the cold shoulder?

    Curling

    Well, 41% of respondents to City Road Communications’ survey stated that a major reason they have no interest in the Winter Olympics is because the UK does not have the climate or terrains to host many of the sports – as such, they have never tried or watched the events. A further 37% find winter sports prohibitively expensive, meaning they have developed little interest in skiing, snowboarding or ice-skating.

    The research comes as Eddie Edwards, aka ‘Eddie the Eagle’, has stated that he believes too much money is spent funding winter sports. He said: “While we should be supporting our athletes we shouldn’t be spending tens of millions of pounds on trying to keep up with the Austrians, with the Swiss, with the Germans, who have got the snow and the facilities.”

    Dominic Pollard, Director of City Road Communications, commented: “Today’s research confirms our sneaking suspicion that, despite a huge amount of media attention, the majority of people across the UK simply aren’t that interested in the Winter Olympics.
    X Country Skiing
    “Millions of us understandably struggle to muster much enthusiasm for sports we never get to take part in. It’s a perfect example that despite all the money spent on the Games by both UK Sport and the BBC, if you cannot find ways to make something accessible and relatable then you will struggle to inspire meaningful consumer engagement.”

    Fun fact: With Olympic Villages renowned for their raunchiness, roughly 110,000 condoms will be handed out to athletes at Pyeongchang 2018 – a new record for the Winter Games.

    City Road Communications Dominic Pollard Eddie Edwards Eddie the Eagle Olympic Villages Olympics Pyeongchang 2018 Winter Games Winter Olympics

    Related Posts

    3 Mins Read

    5 Essential Aids for Seniors

    29 October 2025 Blog
    3 Mins Read

    “Where Is My Dress?” Kate’s Apology Sparks a Revolution, Sumissura Declares: Princesses Wear Suits Too

    23 October 2025 Blog
    4 Mins Read

    From diving to driving – Toyota ambassador Andrea Spendolini-Sirieix and her mother Alessandra share top tips for learner drivers

    21 October 2025 Sports
    2 Mins Read

    IRINA FEDOTOVA LAUNCHES MYSTIQUE 55: A NEW ERA OF ART, FASHION & LUXURY CRAFTSMANSHIP

    16 October 2025 Blog
    Latest Edition
    FabUK Magazine Unveils Its 27th Edition Featuring Anya Taylor Joy and Announces Major Expansion Plans
    Blog
    5 Essential Aids for Seniors
    29 October 20253 Mins Read
    Blog
    “Where Is My Dress?” Kate’s Apology Sparks a Revolution, Sumissura Declares: Princesses Wear Suits Too
    23 October 20253 Mins Read
    Sports
    From diving to driving – Toyota ambassador Andrea Spendolini-Sirieix and her mother Alessandra share top tips for learner drivers
    21 October 20254 Mins Read
    Blog
    IRINA FEDOTOVA LAUNCHES MYSTIQUE 55: A NEW ERA OF ART, FASHION & LUXURY CRAFTSMANSHIP
    16 October 20252 Mins Read
    Fabuk Magazine
    Facebook X (Twitter) Instagram YouTube Pinterest
    • How to get FabUK
    © 2015 - 2025 All Rights Reserved. Privacy Policy

    Type above and press Enter to search. Press Esc to cancel.