There was once a hidden wall at UK Sport’s previous headquarters in London, where key officials carefully strategized Team GB’s pursuit of medals ahead of each Olympic event. However, as the years progressed, the wall became increasingly crowded, reflecting Britain’s soaring medal counts—from 30 in Athens to 51 in Beijing, and 67 in Rio surpassing the tally in London. Although the Goodge Street office permanently closed during the pandemic, the resolve etched on that wall continues to inspire: for Britain to maintain its status as an Olympic sporting powerhouse.
For the upcoming Paris Games, UK Sport anticipates a medal range of 50 to 70. The absence of many Russian athletes, combined with an increase in available medal events, suggests that this goal is likely to be exceeded. As Kate Baker, the performance director, aptly states, “On a good day, that 70 is truly within our reach.”
So, where might Britain’s medals come from? It would be simpler to list the sports from which they may not come. Traditional strongholds like cycling, athletics, triathlon, taekwondo, and sailing are expected to excel. Additionally, there’s optimism surrounding a rebound from British rowers after their underwhelming performance in Tokyo.
As Paris marks the last Olympic appearance for athletes such as Adam Peaty, Helen Glover, and Andy Murray, new stars are set to rise, including Alex Yee in triathlon and Matt Richards in swimming. Expect Emma Finucane to potentially secure three cycling golds, and keep an eye on 800m sensation Keely Hodgkinson and pole vaulter Molly Caudery as they enter the limelight.
The expectation for Britain to achieve a remarkable Olympics is hardly in doubt. However, UK Sport has also embraced an additional aim: to compete ethically, upholding the highest standards. This is a commendable shift following concerning narratives in British Gymnastics, British Cycling, and more. Nonetheless, the recent footage of Charlotte Dujardin using a whip on a horse serves as a stark reminder that further improvements are necessary.
There is also a larger question to consider: How significant will the impact of British success in Paris truly be? Various governments, from Conservatives to Labour, have claimed that such triumphs will motivate future generations of athletes, which is undoubtedly valid. However, there is no compelling evidence that it will lead to increased physical activity or a reduction in obesity rates among the wider populace.
Indeed, Greg Whyte, a former Olympian and consultant physiologist in Olympic and professional sports, portrays two diverging lines since 1996: one reflecting the rise of British medals after the introduction of lottery funding, and the other showing declining activity levels.
Nonetheless, UK Sport’s CEO, Sally Munday, asserts that success in Paris will foster a notably positive and lasting impact on society. This perspective is likely to resonate with the new Labour government as it determines funding allocations for UK Sport to support preparations for the 2028 Olympics, having previously distributed £315m for the current Olympic cycle.
“In our public attitude surveys, Team GB and Paralympics GB consistently rank among the top three sources of national pride for Brits,” she notes. “It represents incredible value for money, and we are confident of continued support moving forward.”
Munday also emphasizes that some effects are less quantifiable, such as how the success of Tokyo 2020 weightlifter Emily Campbell has altered perceptions among women towards gym participation. “There’s no singular solution to drive increased participation and physical activity in this country,” she continues. “We require collaboration across governmental departments to facilitate our efforts. This encompasses school sports, community-level sports, and utilizing physical activity as a preventative measure for health issues.
“If the new government recognizes this potential, they will find us eager and ready to contribute to transformative initiatives for our nation.”
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This sentiment is echoed by Annamarie Phelps, a former Olympic rower and vice-chair of the British Olympic Association. “We know that the Olympics unite the nation and that sport can bring about monumental change,” she states. “It can also enhance our international relations across various sectors. However, during my youth, swimming pools were abundant, which is no longer the case.”
Phelps argues that to truly inspire the future generation, the government must adopt a comprehensive approach towards the influence of sport. “Sports facilities are aging and require reinvestment,” she asserts. “The proper investment in school sports has been lacking for as long as I can remember, which is crucial to first engaging people in sport and physical activity.
“I understand it might seem indulgent to advocate for more investment in sports. However, there is a compelling argument to be made. The impacts may not be immediate, but they could be revolutionary.”
For now, the focus is on the exhilarating events set to unfold in the coming fortnight. Anticipate moments of joy, thrill, and the emergence of numerous new heroes, alongside the resonant notes of “God Save the King” throughout Paris.
