TEMPO.CO, Jakarta - The 2026 Winter Olympics is now on the run, a global stage where roughly 2,900 elite competitors not only chase medals but also elevate their names to international prominence. Alongside that surge of national pride, comes the immense opportunity to translate podium performances into lucrative brand deals, sponsorships, and ultimately, the distinction of becoming the highest-paid athletes in winter sports.
Among them are skiing sensation Eileen Gu, who reportedly commands an estimated $23 million in annual earnings, while ice hockey standout Auston Matthews follows closely with around $20 million.
List of the Highest-Paid Athletes at the 2026 Winter Olympics
Here’s a closer look at the five highest-paid athletes at the Milano Cortina Olympics, according to Hello Magazine, Forbes, and The Sporting News.
1. Eileen Gu - $23 million | Freestyle Skiing
Born in San Francisco, Eileen Gu is a generational talent both on the slopes and marketing lenses. The 22-year-old athlete, who competes for China, was the youngest Olympic freestyle skiing champion ever, and now leads Milano Cortina rankings among the highest-paid athletes.
Competing for China, Gu’s impressive earnings stem from a powerful combination of her skiing career and a vast portfolio of high-value endorsement deals. Both global brands such as Porsche and Red Bull, as well as major domestic brands like Luckin Coffee and Mengniu Dairy have all embraced her global marketability.
2. Auston Matthews - $20 million | Hockey
Kicking off his professional career in 2016, Auston Matthews now enters the 2026 Winter Olympics as captain of Team USA. Matthews has captured global attention not only for his dominance on the ice, but also for his ability to translate athletic excellence into unmatched commercial success.
As one of the highest-paid athletes at the 2026 Winter Olympics, Matthews secured sponsorships from prestigious brands, including Nike, Prime, and Uber Eats. Still, a significant portion of his earnings stems from his reported $53 million four-year professional contract.
3. Lindsey Vonn - $8 million | Alpine Skiing
The 2026 Winter Olympics marks Lindsey Vonn’s fifth Olympic appearance since her debut in 2002. Her longevity in the sport remains undeniable, despite missing the 2014 Games, taking a five-year competitive hiatus, and recently battling another knee ligament setback.
The 41-year-old Vonn continues to be an irresistible figure for major global brands. Partnerships with Delta Air Lines, Land Rover, and Rolex only do a favor in complementing her decorated legacy of three Olympic medals.
4. Mikaela Shiffrin - $7 million | Alpine Skiing
Since her debut in Sochi in 2014, Mikaela Shiffrin immediately made her mark by claiming gold in the slalom event, becoming the youngest to do so. She followed that breakthrough with two more medals at the PyeongChang Games in 2018, further cementing her status as one of America’s alpine skiing superstars.
At the 2026 Winter Olympics, Shiffrin stands among the highest-paid athletes competing. She earns an estimated $7 million annually, largely attributed to her extensive portfolio of endorsement deals. Major global brands that back her now include Longines, Adidas, Barilla, and Land Rover.
5. Chloe Kim - $4 million | Snowboarding
Rounding out the list is American snowboarding star Chloe Kim. Earning an estimated $4 million annually, the 25-year-old’s inclusion comes as little surprise, even after she battled a shoulder injury during training earlier in January.
Nevertheless, Kim is now competing and aims to build on the legacy she established at the last two Olympic Games, where she captured back-to-back Olympic gold medals in the halfpipe. She has earned not only global prominence and championship titles, but also high-profile partnerships with brands such as Breitling, Monster Energy, and Nike.
The 2026 Winter Olympics prove once again to be a stage for big stars and even bigger paydays. Each of these highest-paid athletes at the Games defines their legacy not only through medal-worthy performances on the ice and snow, but also through their global appeal, commercial influence.
Read: Full List of 92 Countries That Compete in the 2026 Olympics
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