Ah, Team GB and the Olympics—it’s always been about determination, those moments that make you cheer, and sure, a few bumps along the way. Remember how they were absolutely crushing it back in London in 2012 and Rio in 2016? Those podium finishes, top three all the way! But then, Paris 2024 rolled around, and yikes, a seventh-place finish.

Not quite the result they were aiming for, right? With the competition getting fiercer and funding becoming more scarce, it’s pretty obvious that the path to the podium is only getting tougher each year. Still, UK Sport is stepping up, making some pretty bold moves to shift the game for LA2028.

A record investment amid declining fortunes

In a stunning turn of events, UK Sport has announced a historic £330m investment to secure Britain’s Olympic and Paralympic success in 2028. With the inclusion of a £70m boost in athlete performance awards, the total funding surpasses £400m—marking the largest investment in UK Olympic history. The ambitious goal? To land Team GB back in the top five of the Olympic medal table, a position they’ve held for over a decade but slipped from after the Paris Games.

More than 50 sports are set to benefit from this windfall, with new Olympic disciplines like flag football, squash, and para-climbing now in the mix. Rowing, which saw a budget cut between Tokyo and Paris, is getting a solid bump to £24.85m, while basketball is receiving a £2.925m investment to help grow the 3×3 format. But not all sports are celebrating.

“UK Athletics will receive in excess of £30m for the Olympic and Paralympic programs, which we believe will put them in a great place,” said Sally Munday, CEO of UK Sport. But despite this, UK Athletics is facing a second consecutive funding cut, losing £1.725m despite a strong showing in Paris 2024. Jack Buckner, CEO of UK Athletics, expressed his disappointment: “The 10 medals at both the 2023 World Championships and Paris 2024 deserved a higher level of investment.” Similarly, canoeing saw a £500k cut, leaving athletes concerned about maintaining competitive standards. It’s clear: this is a gamble.

The struggle beneath the surface

While new sports bring some fresh excitement, they also stir the pot when it comes to funding distribution. As UK Sport invests in emerging sports like lacrosse and breaking (which is now off the Olympic roster after Paris), established sports like athletics and canoeing are being left in the dust. The cuts are prompting concerns about the long-term effects on these sports and their athletes’ ability to perform on the world stage. With UK Sport prioritizing potential over past results, many are questioning whether this bold move will truly pay off.

“We’ll be really forensic—were there contributing factors that we could do differently to make sure we don’t find ourselves in that position again?” Munday reflected on Team GB’s seventh-place finish in Paris, underscoring the need for a strategic approach to returning to the top five. But the balancing act between maintaining a legacy and experimenting with new disciplines remains a tricky one.

So, what’s the right move? Can Team GB thrive in LA2028 while betting big on new sports, or will these cuts leave proven athletes and sports struggling to keep pace?