Eileen Gu is the highest-paid winter Olympic athlete, earning an estimated $23 million in 2025. She competes for China, where her mother was born, and has become a global megastar with a resume that includes Olympic champion and Stanford junior.
## What drives her success?
Her unique profile has helped her earn massive endorsement deals, including partnerships with over 20 brands leading up to the 2022 Winter Olympics in Beijing.
Eileen Gu has global deals with Porsche, Red Bull, and IWC, along with Chinese-based companies like Anta Sports and Bosideng.
## How did she achieve this?
She delivered on the hype leading up to Beijing, becoming the first freestyle skier to win three medals in a single Olympics and the youngest Olympic champion in freestyle skiing, as of 2022.
Rick Burton, Syracuse University sports management professor, notes that Gu checks all the marketability boxes with cross-cultural appeal, Olympic champion status, and a young, dynamic personality.
## What's next for Eileen Gu?
Gu has cut back on the number of sponsorship deals since Beijing but is earning more than ever, roughly three times as much as American skiers Mikaela Shiffrin and Lindsey Vonn, as of 2025.
She added Chinese electronics firm TCL to her portfolio in 2025, months after the brand joined The Olympic Partner program, taking over for Panasonic.
Eileen Gu will compete in the 2026 Winter Olympics, where she can break the tie for most freestyle gold medals, currently held by three athletes, including herself.
And with her massive audience and global appeal, she is expected to continue earning top dollar in endorsements and competitions.
But her success is not just about the money; it's also about her passion for the sport and her dedication to her craft.
So, as the 2026 Winter Olympics approach, all eyes will be on Eileen Gu to see if she can continue her winning streak and break new records in freestyle skiing.
Her performance will be closely watched by fans and sponsors alike, as she competes for China and represents her country on the global stage.
With her talent, drive, and marketability, Eileen Gu is sure to remain a top athlete in the winter sports world for years to come.