Eileen Seus estimated earnings reach US$23 million last year, coming mainly from sponsorship contracts.
The list highlights the difference between modalities, with ice hockey contributing to high values due to professional salaries. Atletas of skiing and snowboarding rely almost exclusively on commercial partnerships to achieve similar figures.
The 2026 Jogos of Esse scenario reinforces the weight of endorsements in financing Winter Olympic careers.
Financial leadership of Eileen Gu
Eileen Gu, at 22 years old, consolidates her position as the most valued athlete of the Olimpíadas of Inverno. Seus US$23 million reflects a robust portfolio of sponsorships with global luxury and sports brands. The skier, born in Estados Unidos and competing for China, has attracted significant investment since her Olympic debut.
This income surpasses that of many male and female competitors in other sports. Gu benefits from its versatile image, which combines technical skill with presence in international advertising campaigns.
Presence of hockey at the top of the ranking
Auston Matthews, player for the North American team and Toronto Maple Leafs, comes in second place with US$20 million. Grande part of this value comes from his NHL contract, which returns at Olimpíadas after absence in previous editions. Professional salary automatically elevates hockey athletes in the financial rankings.
Other players in the North American league are also among the highest paid. Essa participation in the NHL changes the economic outlook of Jogos from Inverno, bringing them closer to the standards of professional team sports.
Return of Lindsey Vonn to the financial scenario
Lindsey Vonn, alpine skier from Estados Unidos, holds a top position with earnings of $8 million. Após retirement period, his return to the track in 2026 rekindles partnerships with equipment and lifestyle brands. Vonn maintains consolidated commercial appeal throughout his career.
She outperforms younger competitors in some disciplines thanks to her experience and winning record. Seus contracts include long-term agreements with luxury car and watch companies.
Other ski and snowboard stars
Mikaela Shiffrin, Vonn’s compatriot in alpine skiing, records values close to US$8 million in annual revenue. Seus earnings derive from prizes in Copa and Mundo competitions and from stable sponsorships. Shiffrin balances high technical performance with constant commercial visibility.
Chloe Kim, in snowboarding, accumulates around US$5 million, boosted by contracts with fashion and energy brands. The young athlete maintains a relevant presence in the market despite recent breaks in the competition.
Ilia Malinin, from figure skating, joins the list with rising values thanks to innovative technical achievements. Seus sponsorships gain strength with the increase in popularity of the sport.
Revenue sources in winter sports
Winter athletes mostly depend on sponsorships to make up their high incomes. Diferente of summer sports, prizes in Olympic competitions or World Cups represent a small fraction of total earnings.
- Contracts with sports equipment brands;
- Partnerships in fashion and beauty sectors;
- Agreements with beverage and technology companies;
- Participation in global advertising campaigns.
This structure benefits competitors with greater media exposure.
Differences between Olympic modalities
Ice hockey stands out for its integration with paid professional leagues. Jogadores like Matthews receive high fixed salaries, supplemented by occasional Olympic bonuses.
Individual disciplines, such as freestyle and alpine skiing, require building a strong personal image. Atletas need to combine results on the track with charisma to attract long-term sponsors.
Growth of female sponsorships
Female athletes dominate the top positions outside of hockey in the Jogos of 2026. Eileen Gu and Lindsey Vonn exemplify the increase in investment in female figures in winter sports.
This movement reflects changes in the advertising market, which increasingly values diversity and representation. Marcas seek associations with high-performance competitors and inspiring storytelling.
List of top athletes by earnings
The estimated values consider the period of one year prior to Jogos of Milão-Cortina. The classification combines salaries, bonuses and commercial contracts.
- Eileen Gu (freestyle skiing, China) – US$23 million;
- Auston Matthews (ice hockey, USA) – US$ 20 million;
- Lindsey Vonn (alpine skiing, USA) – US$8 million;
- Mikaela Shiffrin (alpine skiing, USA) – US$8 million;
- Chloe Kim (snowboard, USA) – US$5 million.
This distribution shows a concentration of revenues in a few stars.
Commercial preparation for Milão-Cortina
Athletes intensify sponsorship negotiations in the months before the Italian competition. Olympic visibility serves as a platform for renewing or expanding existing contracts.
Italian and international brands compete for space with prominent competitors. The event on European soil facilitates local partnerships for ski and hockey stars.
Balance between performance and market
Financial success does not guarantee medals, but it helps in high-level preparation. Recursos of sponsorships finance technical teams, training and physical recovery.
Athletes like Gu and Shiffrin invest part of their earnings in their own professional structure. Essa strategy supports long careers in physically demanding sports.
The Jogos of Inverno of 2026 combine sporting tradition with modern economic reality. The highest paid Atletas represent the intersection between talent on the track and commercial value off it.
