By Matt Hardy One of British snowsports’ biggest sponsors has called on the City of London, the capital and other big businesses to back the country’s athletes and help to build on their underdog success in winter sports. With winter sports in the UK granted a fraction of the funding that their summer counterparts receive, athletes such as Dave Ryding, the greatest British skier of all time, must work harder for stable income and rely on businesses to prop up their success. Great Britain has become an unlikely force in winter sports, winning over 50 medals last season alone, but all of this ca…