Eileen Gu Rises as Top-Earning Winter Olympic Athlete
Eileen Gu has emerged as the top-earning athlete for the upcoming 2026 Winter Olympics. At just 22 years old, the freestyle skier has captured attention globally, despite representing China in the games. Gu’s rise is not just due to her athletic prowess; her multifaceted career positions her as a true sports icon.
Earnings and Marketability
In 2025, Gu’s estimated earnings reached an impressive $23 million, making her the highest-paid athlete competing outside of tennis. Her closest rival, U.S. hockey player Auston Matthews, earned $21 million. This financial success is a result of a carefully cultivated endorsement portfolio.
- Estimated Earnings (2025): $23 million
- Second Place Athlete Earnings: Auston Matthews ($21 million)
Endorsements and Brand Partnerships
Gu has collaborated with over 20 brands, including prestigious names like Tiffany and Louis Vuitton. Additionally, she has partnered with prominent Chinese companies such as Bank of China and Luckin Coffee. Her partnerships expanded significantly leading up to the 2022 Winter Olympics in Beijing, enhancing her visibility in the market.
Olympic Achievements
Eileen Gu is not only a marketing powerhouse but also an accomplished athlete. She made history as the first freestyle skier to win three medals in a single Olympics and holds the title of the youngest Olympic champion in freestyle skiing. Gu’s ambitions are set on adding more gold medals to her collection.
Upcoming Competitions
The women’s freestyle skiing events will begin on February 7, 2026. Gu is set to compete in slopestyle, big air, and halfpipe, showcasing her versatility as an athlete.
Future Outlook
Despite her busy schedule, Gu has temporarily paused her studies at Stanford University but plans to return in March. Meanwhile, she is committed to her training and brand engagements, ensuring that her presence continues to grow in both the athletic and business spheres.
With limited prize money in freestyle skiing, Gu’s primary income derives from her endorsements rather than competition earnings. This strategy has positioned her as a leader among female athletes, tying for the top spot in endorsement income with tennis star Coco Gauff.
As she approaches the 2026 Winter Olympics, Gu remains a symbol of cross-cultural appeal and athletic excellence, making her one of the most marketable athletes in the world.
