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.
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.
The achievement represents a watershed moment for British winter sports, with Weston now positioned to capitalise on his extraordinary performances in Cortina.
Matt Weston could made as much as £1million, according to Sport Finance Expert Professor Rob Wilson
| PASport 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 breakthrough 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.
“So we’re not Premier League territory but a breakout champion like Matt can realistically generate something in the region of £600,000 in the first 12 to 18 months post games.”
Matt Weston secured individual glory on Friday before partnering with Tabby Stoecker to triumph in the mixed team competition on Sunday evening
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These revenues would derive from sponsorship deals, appearance fees and digital content opportunities built around his personal brand.
Wilson suggested that Weston’s earning potential could climb significantly higher should he establish himself as the public face of British Skeleton.
“It would also be fair to say that 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.
Such figures would represent a remarkable financial transformation for an athlete competing in a sport that traditionally struggles to attract mainstream commercial attention in Britain.
The 12 to 18 months following the Games will prove crucial in determining whether Weston can maximise this unprecedented opportunity.
Matt Weston made history by claiming Britain’s first gold medal at the 2026 Winter Olympics in the skeleton event, yet his victory celebration proved remarkably understated | GETTYWeston 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, which is kind of how I operate in normal terms,” 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.