Eileen Gu named highest-paid athlete at Milan Cortina Winter Olympics

Freestyle skier Eileen Gu has been confirmed as the highest-paid athlete at the 2026 Winter Olympics, earning $23m (£16.9m) to eclipse top NHL stars.

The 22-year-old tops the rich list in Milan Cortina despite earning relatively modest sums from competition prize money.

Forbes estimates that while her sporting winnings totalled roughly $100,000 over the past year, her commercial portfolio generated the vast majority of her wealth.

Commercial dominance in Milan

Gu represents a financial anomaly at a Games where many athletes struggle for funding.

The California-born star, who competes for China, has secured lucrative partnerships with major brands including Anta and Luckin Coffee.

Her annual income places her ahead of Team USA ice hockey captain Auston Matthews.

The Toronto Maple Leafs centre earns $20m (£14.7m) and is the highest-paid among the 146 NHL players competing in Italy.

Alpine skiing icon Lindsey Vonn also features among the top earners, securing approximately $8m (£5.9m) through her various business endeavours.

In stark contrast, other gold medal winners like German bobsledder Lisa Buckwitz have utilised subscription platforms to fund their Olympic campaigns.

Defending Olympic crowns

Gu returns to the Olympic stage looking to replicate her historic performance from four years ago.

She became the first freestyle skier to win three medals at a single Games, claiming gold in big air and halfpipe.

The defending champion will also aim to improve upon the silver medal she secured in the slopestyle event.

Her decision to represent her mother’s native China rather than the United States remains a talking point in winter sports.

The U.S. already has the representation. I like building my own pond.

Eileen Gu

Recent form suggests she remains the athlete to beat, having collected $55,000 for a victory in the Snow League in December.