Digital Media Centre

ALDI TURNS FAN FAVOURITE CUTHBERT INTO A BOBSLEIGH AHEAD OF OLYMPIC WINTER GAMES MILANO CORTINA 2026 

4 February, 2026

• Research reveals over a third (37%) of Brits are inspired to take up a new sport thanks to a film or TV show  

• The top 10 list of films that inspired interests in the sports they depict have been revealed, with The Karate Kid (2010), Cool Runnings (1993) and Rocky (1976) topping the list  

• 36% of those polled admit they find it amusing when their friends suddenly become ‘armchair experts’ on a sport, having only watched it during the games or in a film 

• It comes as Aldi, an official Team GB and Paralympics GB partner, had its famous Cuthbert spotted in bobsleigh form at Team GB’s official bobsleigh training ground in Bath, ahead of the Winter Games 

Aldi’s famous Cuthbert has had a cool run-in with a bobsleigh as the supermarket’s iconic product appeared at the Bath training track ahead of the Olympic Winter Games Milano Cortina 2026.  

After new research from Aldi revealed that 55% would like to see more fun designs on bobsleighs, the supermarket’s famous cake took to the slopes as a life-sized bobsleigh, proving that Olympic-sized dreams really can come true.  

The study, commissioned to celebrate this years’ Olympic Winter Games Milano Cortina 2026, also showed that films such as Cool Runnings (1993) and Eddie the Eagle (2016) may help inspire the next generation of Olympians.  

Over a third of Brits (37%) said that seeing a sport depicted in a film or televised games generates a new-found interest, and the same percentage revealed they have been inspired to take up a new sport because of a film or TV show. 

Top 10 films that inspired interest in the sports they depict: 

The research also reveals that 36% of Brits find it amusing when their friends suddenly become ‘armchair experts’ on a sport, having only watched it during the games or in a film.  

Julie Ashfield, Chief Commercial Officer at Aldi UK, said: “As an official partner of Team GB and Paralympics GB, we’re proud to be supporting the team this year and we wish them the best of luck in the Olympic and Paralympic Winter Games Milano Cortina.  

“Like all this year’s hopefuls, Cuthbert had a sporting dream, and we’ve made it a reality by letting him loose on Team GB’s training track. Who knows? With grit and determination, we could see Cuthbert take to the Olympic stage.”