Freestyle skier Eileen Gu will defend her titles at the 2026 Winter Olympics this weekend, competing in halfpipe, slopestyle, and big air. But the 22-year-old San Francisco native, who represents China internationally, has also emerged as the Winter Games' highest-paid athlete.
According to Sportico, Gu brought in approximately $23 million in 2025, making her the world's fourth-highest-paid women's sports athlete and topping all Winter Olympic competitors. However, just $100,000 of her earnings came from skiing. Endorsement deals with brands including Red Bull, Porsche, and Tiffany, plus Chinese companies like Anta Sports and TCL account for the vast majority.
“There is a massive audience out there for a Chinese athlete with global appeal,” former US Olympic Committe CMO Rick Burton told Sportico.
“Gu checks all the marketability boxes and has so much going for her. Cross-cultural appeal, Olympic champion, young and dynamic.”
Eileen Gu made history in 2022 as the first Olympic freestyle skier to medal three times. In Beijing, she captured gold in big air and halfpipe while also winning silver in slopestyle. At just 18, she became the youngest-ever Olympic freestyle skiing champion.
In January 2025, Gu achieved her 20th career World Cup victory at the Laax Open, becoming the first-ever freestyle skier to reach the milestone. Now she shoots for Olympic slopestyle gold — the only medal that's eluded her.
Off the slopes, Gu studies international relations at Stanford University, where she also takes quantum physics classes. She also models for major brands including Louis Vuitton and Victoria's Secret, contributing to her growing income.
How to watch Eileen Gu at the 2026 Winter Olympics
Gu opens her Olympic campaign on February 7th with slopestyle qualifiers. She next competes in big air on February 14th and halfpipe on February 19th.
