Olympic Stars Earn Millions Beyond the Podium

Looks, social media savvy, and NIL deals drive lucrative sponsorships for some Winter Olympians

Published on Feb. 24, 2026

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Some Winter Olympics athletes like freestyle skier Eileen Gu and snowboarder Chloe Kim have leveraged their athletic success and marketable personas into multi-million dollar sponsorship deals, far exceeding the financial realities faced by most Olympians. Factors like telegenic looks, engaging social media presences, and the rise of NIL (name, image, and likeness) deals have allowed these stars to achieve unprecedented commercial success.

Why it matters

The financial windfalls of a select few Olympians highlight the growing commercialization of the Games, where athletic prowess alone is no longer enough to achieve financial security. This trend raises questions about equity, as most athletes struggle to afford the costs of training and competition, while a handful reap outsized rewards.

The details

Gu earned $23 million over the past 12 months, the most of any Winter Olympian, through lucrative sponsorship deals and modeling work. Kim, with two consecutive gold medals, earned $4 million. Marketers cite the athletes' 'telegenic' looks, engaging social media presences, and intangible 'it factor' as key to their commercial appeal. The rise of NIL deals also provides new monetization opportunities for Olympians, even those without medals.

  • Eileen Gu secured two golds and one silver medal at the 2022 Beijing Winter Olympics.
  • Chloe Kim won gold medals in halfpipe snowboarding at the 2018 PyeongChang and 2022 Beijing Games, followed by a silver in Milan-Cortina.
  • The recent Milan-Cortina Winter Olympics took place in 2026.

The players

Eileen Gu

A freestyle skier who earned $23 million over the past 12 months, the most of any Winter Olympian, through sponsorship deals and modeling work.

Chloe Kim

A snowboarder who won two consecutive gold medals in halfpipe snowboarding at the 2018 PyeongChang and 2022 Beijing Games, followed by a silver in Milan-Cortina, and earned $4 million over the last year.

Rick Burton

The former head of marketing for the U.S. Olympic Committee and now a professor at Syracuse University, who discusses the 'it factor' that contributes to an Olympian's marketability.

Breezy Johnson

An alpine skier who emerged as a potential future star with significant marketing potential after winning gold in downhill skiing at the Milan-Cortina Games.

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What they’re saying

“We love that they're winners and we celebrate winners in our culture. And I think they look good doing it. But they also have an outward vibrancy. It's not necessarily that they're extroverted, but it's that they are comfortable in that moment.”

— Rick Burton, Former head of marketing for the U.S. Olympic Committee, professor at Syracuse University

“The athletes that maybe we're going to be talking about over the course of the next month may not be photogenic. They may not have won an event or medaled, but they may actually be people who are really good at using platforms that are available to them in this creator economy.”

— Rick Burton, Former head of marketing for the U.S. Olympic Committee, professor at Syracuse University

What’s next

The rise of NIL deals is poised to reshape the financial landscape for Olympians, potentially providing a sustainable income for many athletes beyond just the medal winners.

The takeaway

While a select few Olympians like Eileen Gu and Chloe Kim have achieved unprecedented commercial success, the financial realities for most athletes remain challenging. The growing commercialization of the Games highlights the need for greater equity and support to ensure all Olympians can afford to train and compete at the highest level.