Eileen Gu dominates sponsorship deals and leads richest Winter Olympians heading into Milan-Cortina 2026 Games

As the 2026 Winter Olympics kick off across Milan and Cortina, the snow and ice may be grabbing headlines, but some athletes are making waves far off the slopes.

Beyond medals and podiums, a handful of Olympians are quietly stacking fortunes that rival their on-field fame.

For them, the Winter Games aren’t just a competition—they’re a launchpad for global brands, sponsorship deals, and personal empires.

In today’s era, athletic success goes hand-in-hand with business savvy.

From high-fashion endorsements to social media dominance, these athletes have turned their Olympic achievements into multi-million-dollar ventures.

Eileen Gu: The $23 Million Trailblazer

Eileen Gu, the 22-year-old skiing sensation born in San Francisco but representing China, has become the poster girl of the Winter Olympics.

Forbes estimates her 2025 earnings at an astonishing $23 million.

Gu’s appeal is global. She seamlessly bridges Eastern and Western markets, landing top-tier deals with Cadillac, Tiffany & Co., Visa, and Victoria’s Secret.

Her dominance on the slopes isn’t just for trophies—it fuels an endorsement empire.

Recently, she signed with TCL Electronics, a move timed perfectly for the 2026 Games, highlighting how strategic branding can amplify an athlete’s value.

Lindsey Vonn: Skiing Royalty Still Reigning

At 41, Lindsey Vonn is proving that age is just a number.

The “Queen of the Downhill” has returned to competition in Italy, and even with a recent ACL tear, her presence alone commands attention.

Vonn’s off-slope earnings hover around $14 million, supported by longstanding partnerships with Under Armour, Rolex, and Red Bull.

Her career longevity and legendary status make her a coveted figure in advertising, showing that even retired athletes can maintain—and grow—their financial clout.

Mikaela Shiffrin: Alpine’s Consistent Cash Machine

Mikaela Shiffrin, the most decorated alpine skier in history, carries not just Olympic ambition but also a net worth estimated at $8 million.

Despite a disappointing Beijing Olympics, she remains a top pick for major brands like Adidas, Barilla, Land Rover, and Longines.

Shiffrin’s combination of skill, poise, and commercial appeal makes her a reliable investment for companies seeking global recognition.

Even with her fiancé, Aleksander Aamodt Kilde, sidelined by injury, she remains the face of U.S. skiing both on and off the slopes.

Jutta Leerdam: Speed Skater Turned Social Media Star

Dutch speed skater Jutta Leerdam has turned her Olympic silver into a multi-million-dollar profile, currently valued at around $5 million.

Beyond her athletic feats, her high-profile relationship with YouTuber-turned-boxer Jake Paul has elevated her fame to new heights.

With over 4.5 million Instagram followers, Leerdam’s marketability stretches far beyond speed skating.

She embodies the modern athlete who combines sporting talent with digital influence, proving that a strong online presence can translate directly into income.

Auston Matthews: Hockey’s Modern Mogul

Auston Matthews is the only man on this list, but his financial impact is unmistakable.

The NHL star’s off-ice earnings reach an estimated $5 million, thanks to partnerships with Nike, RBC, and even Porsche.

Add in his $15.2 million NHL salary, and Matthews exemplifies how modern hockey players are turning their skill into global wealth.

Matthews demonstrates that in today’s sports world, marketability and athleticism go hand in hand, and international appeal can transform a North American star into a worldwide brand.

Chloe Kim: From Teen Prodigy to Snowboarding Icon

Snowboarder Chloe Kim has remained a powerhouse in halfpipe events and a consistent earner, with a personal fortune of $4 million.

At just 17, Kim became a household name and even received her own Barbie doll—a testament to her cultural impact.

Her deals with Monster Energy, Oakley, and Nike reflect a careful blend of lifestyle and extreme sports branding.

With a shot at a third consecutive Olympic gold, Kim is balancing elite competition with the pressures of a high-profile relationship with NFL star Myles Garrett.

What’s Next?

For these athletes, the 2026 Winter Olympics are just the start.

Performance on the slopes will continue to boost visibility, but deals, sponsorships, and social media influence will likely define their post-Games trajectory.

Expect collaborations, limited-edition merchandise, and possibly more cross-industry partnerships as these Olympians solidify their status as global icons.

Summary

The Winter Olympics have evolved into a dual-stage spectacle: one for athletic excellence and another for financial success.

Eileen Gu leads with $23 million, Lindsey Vonn and Mikaela Shiffrin continue to leverage legendary status, and Jutta Leerdam, Auston Matthews, and Chloe Kim show that fame and fortune can go far beyond medals.

These athletes are proof that the Games now reward not only the fastest and strongest but also the most strategic and market-savvy.