BBC viewers were left fuming within minutes over the channel’s opening coverage.

 

OLYMPICS

Fans watching the opening moments of the BBC’s Milan-Cortina 2026 coverage were left baffled (Image: BBC)

The 25th Winter Olympic Games officially got underway in Milan on Friday evening (February 6), but it wasn’t long before BBC viewers turned on the broadcaster’s coverage. Fans watching the opening moments of the BBC’s Milan-Cortina 2026 coverage were left baffled after former AC Milan and Sweden footballer Zlatan Ibrahimović fronted the introduction, speaking about what it takes to become “a champion in Milan”. Zlatan, who enjoyed a hugely successful spell at AC Milan, was used by the BBC to set the scene for the Games, which the corporation is covering across BBC One, BBC Two, BBC iPlayer and BBC Sport from Friday, 6 February.

But many viewers were quick to question why a footballer — rather than a winter sports figure — was leading the coverage of the Winter Olympics. Taking to X, one disgruntled viewer wrote: “So licence fee is going up… How much did the BBC pay Zlatan for his part in the introduction to the Olympics!?”

Olympics BBC

former AC Milan and Sweden footballer Zlatan Ibrahimović fronted the introduction (Image: BBC)

Another added: “@BBCSport really?? A Footballer opening the beginning of the BBC coverage of the Winter Olympics!!”

Others questioned the relevance of Zlatan’s involvement altogether, with one posting: “So what has Zlatan Ibrahimovic to do with the Winter Olympics in Italy?” The criticism continued as viewers accused the broadcaster of forcing a football angle into an event they felt should be about winter sports.

One fan complained: “Why must the Brits/BBC have to connect everything to football. The Winter Olympics has NOTHING to do with football. Ridiculous #bbc”

The Milan-Cortina Winter Olympics continue throughout February, with live coverage of events including skiing, ice hockey, figure skating and snowboarding across the BBC’s platforms.

Viewers continued to vent their frustration online as the BBC’s coverage rolled on, with some questioning whether they were even watching the Winter Olympics at all.

One baffled fan wrote: “Trying to watch the winter olympics on BBC and so far Chris Hughes, Jeff Goldblum and Zlatan Ibrahimovic have been on the screen WHERE IS ALL THE SNOWY STUFF?!”.

Another demanded: “why is max balegde part of the bbc winter olympics coverage. what’s happening”.

Others pointed out that while footballers and Hollywood stars dominated the screen time, winter sports legends were barely visible, however, British ice skating icons Torvill and Dean did make a brief appearance in the opening video.

Meanwhile, the actual Winter Olympics Opening Ceremony is now underway at Milan’s San Siro stadium, with athletes parading across venues including Predazzo, Livigno and Cortina d’Ampezzo.

Big names set to feature include Lindsey Vonn and Team GB sledder Brad Hall, while entertainment comes from global stars Mariah Carey and Andrea Bocelli.

Behind the scenes, organisers have pulled together a huge operation, with 18,000 volunteers involved across the Games and 1,200 working on the ceremony alone, alongside 70 hairdressers and 110 make-up artists.

Around 2,900 athletes from 92 delegations are competing across eight sports, 16 disciplines and 13 venues, with 116 medal events up for grabs.

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The BBC also revealed the scale of the spectacle, with 500 musicians recording music, 1,400 costumes created using 7,500 metres of fabric, and more than 700 hours of rehearsals.