The 2026 Winter Olympics in Milan-Cortina have officially begun, with the opening ceremony setting the stage for fierce competition. While athletes prepare to battle for gold on ice rinks and snowy slopes, a financial contest has already been decisively won. Beyond the sporting arenas, a select group of elite competitors are accumulating staggering fortunes that vastly exceed official prize money, transforming their Olympic status into powerful global brands.
From Amateur Spirit to Lucrative Business
Although the traditional amateur ethos of the Games persists, the commercial landscape for Winter Olympians has never been more profitable. High-fashion endorsements, expansive social media empires, and strategic personal portfolios have enabled these stars to achieve remarkable wealth. For some, lucrative deals and sponsorships drive their earnings, while others benefit from high-profile relationships that amplify their net worth. Here, we examine the top earners heading into the 2026 Winter Olympics and the diverse pathways to their millions.
Eileen Gu: The $23 Million Poster Girl
Eileen Gu stands as the undisputed face of the Winter Olympics, with Forbes reporting an astonishing $23 million income in 2025 alone. The 22-year-old skier, born in San Francisco but representing China, bridges Eastern and Western markets through her elite performance and consistent dominance. Her wealth stems almost entirely from blue-chip endorsements, including partnerships with Cadillac, Tiffany & Co., Visa, and Victoria's Secret. Recently, she expanded her commercial empire with TCL Electronics, a deal timed to coincide with the 2026 Games, cementing her status as a marketing powerhouse.
Lindsey Vonn: The $14 Million Comeback Queen
At 41 years old, skiing legend Lindsey Vonn is making a surprising return to competition in Italy, but her financial standing never left the podium. With an estimated net worth of $14 million, Vonn maintains a relentless stream of brand deals that endured her initial five-year retirement. She remains a prominent ambassador for Under Armour, Rolex, and Red Bull, proving her legendary status is a lasting asset beyond the slopes. Her comeback, despite a recent ACL tear, is expected to generate even greater commercial interest as the Games progress.
Mikaela Shiffrin: $8 Million in Alpine Excellence
Mikaela Shiffrin, the most decorated alpine skier in history, enters the 2026 Olympics with an off-snow value of approximately $8 million. While focused on Olympic redemption after a challenging performance in Beijing, her commercial appeal remains at a peak. Shiffrin's portfolio includes long-term partnerships with Adidas, Barilla, Land Rover, and Longines. Her record-breaking success makes her a secure and highly profitable investment for major corporations, keeping her at the forefront of U.S. commercial interest in Italy, even as her fiancé recovers from injury.
Jutta Leerdam: Speed Skating's $5 Million Sensation
Dutch speed skater Jutta Leerdam has seen her profile and profits soar to an estimated $5 million in recent years. An Olympic silver medalist, her romance with YouTuber-turned-boxer Jake Paul has catapulted her into unprecedented fame. With over 4.5 million Instagram followers, Leerdam has been dubbed the 'world's hottest speed skater' by media and fans alike. She has adeptly translated athletic success into a significant digital presence, securing deals that appeal to a younger, social media-savvy audience, and her association with Paul's $300 million net worth makes them a dominant force in sports-entertainment.
Auston Matthews: Hockey's $5 Million Financial Heavyweight
Auston Matthews, the sole male athlete on this list, is a financial titan of the Games, with earnings away from the rink solidifying his status. Leveraging his position as one of the NHL's premier players, Matthews has built a sponsorship portfolio worth around $5 million, featuring deals with global giants like Nike and RBC, alongside luxury partnerships with brands such as Porsche. Combined with his $15.2 million NHL salary, he exemplifies how modern hockey stars are expanding their influence beyond traditional North American markets.
Chloe Kim: Snowboarding's $4 Million Prodigy
Snowboard halfpipe specialist Chloe Kim completes the list of high earners with a personal fortune of $4 million. The 25-year-old, who became a household name at 17 and even has her own Barbie doll, sees her earnings bolstered by deals with Monster Energy, Oakley, and Nike. Her evolution from teenage prodigy to seasoned professional has enabled a steady presence in lifestyle and extreme sports sectors. As she aims for a historic third consecutive gold medal, Kim also navigates a high-profile relationship with NFL star Myles Garrett, further enhancing her brand appeal.
In summary, the 2026 Winter Olympics highlight a new era where athletic prowess and commercial acumen intersect, creating multi-million-dollar legacies that extend far beyond the medal podium. These athletes demonstrate that in today's sports landscape, success is measured not only in gold but in global influence and financial mastery.
