Eileen Gu: Olympian Athlete and Nighttime Social Media Millionaire
Eileen Gu, a freestyle skier celebrated for her athletic prowess and social media influence, posted a captivating “Day in my Life” video on Instagram as she marked just one month before the Milan Cortina Olympics. In the 29-second clip, viewers caught a glimpse of her routine, which included brushing her teeth, skiing, and even completing a doping test. The post quickly amassed over a million views, highlighting Gu’s significant online presence.
Eileen Gu: A Multi-Million Dollar Athlete
In 2025, Eileen Gu emerged as one of the highest-paid female athletes, ranking fourth overall with an impressive income of $23 million. According to Sportico, nearly all of her earnings, except for $20,000, stemmed from endorsements. This shift in athlete income dynamics underscores how essential social media has become for Olympic competitors, whose traditional prize earnings often pale in comparison to sponsorship deals.
The Rise of Social Media in Sports Marketing
According to Doug Shabelman, CEO of Burns Entertainment, the landscape for Olympians has changed dramatically. “Every athlete, regardless of their performance, can become an influencer,” he stated. The marketability of athletes now extends throughout the year, rather than being limited to Olympic victories.
Gu’s success also stems from her strategic choice to represent China, her mother’s homeland, rather than the crowded American market. This decision likely enhanced her earning potential through endorsements, especially given China’s vast population of 1.4 billion.
Influencers Beyond Medals
Other athletes like freestyle skier Alex Ferreira are finding unique ways to monetize their presence. Ferreira has created a character named “Hot Dog Hans,” inspired by Kyrie Irving’s “Uncle Drew.” This character, along with his comedic skits, has caught the attention of social media users, generating hundreds of thousands of views and demonstrating how niche content can lead to financial success.
New Age of Athlete Branding
Freestyle skier Ferreira acknowledged the shift in athlete responsibilities: “You need to create content as well.” This dual role of competing and influencing is now essential for many athletes, especially during the long gaps between Olympic events.
The 2024 Paris Games revealed how unpredictable social media engagement can be. For instance, Norwegian swimmer Henrik Christiansen gained popularity for his light-hearted content about muffins, despite his performance not ranking in the top tier. His TikTok following soared to over 500,000, illustrating the power of engaging content.
The Visual Appeal of Winter Sports
Shabelman pointed out that winter sports naturally lend themselves to visually stunning social media content. From striking costumes to breathtaking mountain backdrops, the aesthetics of these sports enhance their shareability online. Gu’s posts often reflect a glamorous lifestyle intertwined with her sports career, attracting audiences beyond traditional sports enthusiasts.
The Future of Athlete Marketing
As athletes navigate this evolving landscape, leveraging social media has become essential for maximizing their endorsement potential. Snowboarder Jamie Anderson highlighted this shift: “Content creation is what’s happening right now.” She emphasized that engagement through platforms like Instagram or TikTok is key to modern sports marketing.
In an era where engagement trumps mere view counts, the future of athlete marketing will continue to transform, blending sports competition with influencer culture seamlessly.
