The Winter Olympics arrived, quietly taking over screens and the UK’s attention span. As we near the halfway point and a prediction for 7-9 medals, Britain’s fans continue to hope for podium positions. In Salford, fans express their enjoyment and excitement of witnessing the highest level of winter sport in the comfort of their own home.
How are the Brits doing? –
The 53 British athletes who have travelled to Northern Italy for the world event have already competed in a range of events. This includes speed skating, curling (mixed doubles) and freestyle skiing and snowboarding. Despite their efforts, Team GB have finished 4th twice.
It was highly anticipated that mixed doubles curling competitors, Jenn Dodds and Bruce Mouat, to secure a medal. But after their loss to Sweden in the semi-finals and a defeat by Italy for 3rd place, the pair finished 4th.
Manchester’s role for the Winter Games-
Despite the 1100 km distance between the event location and the British City, Manchester thrives in its promotion and celebration for the Winter events.
Official partner of the GB Foundation, ‘Curling Club’ located in Manchester City Centre, has claimed local fans’ curling obsession. The club welcomes fans and avid players of the sport to watch Team GB live while having the opportunity to play the sport.
https://www.facebook.com/photo.php?fbid=1191277369887492&set=pb.100070157204907.-2207520000&type=3
From ‘The Curling Club’ Facebook
This surge in interest highlights Manchester’s ability to connect global sporting events with local communities. The city upholds a reputation for cultural inclusivity and displays that their huge sporting hotspot goes far beyond traditional football.
Fan from Greater Manchester, Susan McCan said:
“We were one of the favourites for the curling but Italy, the host country beat us, I watched it yesterday, everybody was really upset”
The next few days see two-two-time world champion, Matt Weston compete in the skeleton. As the primary gold medal favourite, Britain’s hopes are high for Weston to secure his country’s first medal of the games.
Figure skating couple Lilah Fear and Lewis Gibson are also hoped to bring a medal back home. If successful, the pair will achieve the first figure skating medal in an olympic event since Jayne Torvill and Christopher Dean reigned the ice in 1994.
How are fans watching the Olympics? –
Whether it’s live coverage, catch up reels or in attendance, the UK fanbase is consuming the events in many ways. ‘Reel’ form of videos is a popular watch for all audiences, short videos that capture the most watch worthy moments of the games.
A survey by statista in 2021, revealed that Ski Jumping was the most followed Winter Olympic sport among fan in the UK. The events are widely commentated on, particularly through short-form digital highlights and live event coverage. From social media snapshots to live streams, the games are appealing to all audiences.
Salford local Reece Mather said: “I usually watch the games at home with my family, but I’ll sometimes watch them at the pub, and the atmosphere is totally different.”
There is a wide shift in sport consumption, whereby the social element of live viewing strengthens fan interest of the sport. However, some fans remain devoted to watching the events online and live in their own homes.
Susan McCan said: “I’m watching them mainly on BBC, on live, it’s good it’s in Italy, so the timing’s good. I’m also watching it on Iplayer because they have different disciplines.”
What’s next for Team GB? –
The Brits still have more than a week to bring a medal home. GB curler Bruce Mouat has his sights firmly set on gold after his narrow loss in the doubles event. Mouat lead his team to silver success in the 2022 Beijing Winter Olympics and fans hope for a repeat.
The men’s single curling kicks off today at 6:05pm and followed by the mixed figure skating finals. With pressure mounting and medals still up for grabs, Team GB’s push for podium success is far from over.