The 2026 Winter Olympics in Milan-Cortina are finally here and, while the battle for gold is preparing to heat up, the battle for the bank balance has already been won.
Beyond the ice rinks and snowy peaks, a select group of elite athletes are amassing staggering fortunes that dwarf their official sporting prize money.
From high-fashion sponsorships to massive social media empires, these stars have transformed their Olympic status into global brands.
For some, it is the power of a personal portfolio built on deals and sponsorships, for others it’s a high-profile relationship that has sent their net worth skyrocketing.
While the ‘amateur’ spirit of the Games remains, the business of being a Winter Olympian has never been more lucrative.
Here, the Daily Mail breaks down the biggest earners heading into the 2026 Games – and exactly how they made their millions.
The 2026 Winter Olympics are officially underway after Friday’s glitzy opening ceremony
Eileen Gu (China/Skiing) – $23m
Eileen Gu remains the undisputed ‘poster girl’ of the Winter Olympics, boasting a staggering $23million haul in 2025 alone, according to Forbes.
The 22-year-old, who was born in San Francisco but represents China, has become a bridge between Eastern and Western markets.
Her income is driven almost entirely by blue-chip endorsements including Cadillac, Tiffany & Co., Visa, and Victoria’s Secret.
Her massive, record-setting endorsement portfolio is directly tied to her elite performance and consistent dominance on the snow.
Recent additions to her commercial empire include TCL Electronics, specifically signed to coincide with the 2026 Games.
San Francisco born Eileen Gu boasting a staggering $23million haul in 2025 alone
Her income is driven almost entirely by blue-chip endorsements including Cadillac, Tiffany & Co., Visa, and Victoria’s Secret
Lindsey Vonn (skiing) – $14m
At 41 years old, the ‘Queen of the Downhill’ is making a shock comeback in Italy this year, but her bank account never left the top of the podium.
Vonn boasts an estimated net worth of $14 million, fuelled by a relentless stream of brand deals that survived her initial five-year retirement.
She remains a key face for Under Armour, Rolex and Red Bull – proving that her legend status is a permanent asset away from the slopes.
Her high-profile history and status as a household name have kept her in the global spotlight for over two decades.
The veteran skier’s return to the slopes is expected to trigger even more commercial interest as the Games progress – even after tearing her ACL just last week.
Lindsey Vonn made a shock retirement U-turn to feature at the 2026 Winter Olympics
Away from the slopes, she remains a key face for Under Armour, Rolex and Red Bull
Mikaela Shiffrin (USA/Skiing) – $8m
The most decorated alpine skier in history, Mikaela Shiffrin, enters the 2026 Games with an off-snow value of approximately $8million.
While she is focused on Olympic redemption after a difficult outing in Beijing last time out, her commercial appeal remains at an all-time high.
Shiffrin’s current portfolio includes long-term partnerships with the likes of Adidas, Barilla, Land Rover and Longines.
Her status as the winningest skier of all time has made her a safe and highly profitable bet for major international corporations.
Despite the absence of her fiancé, Aleksander Aamodt Kilde, who is out with injury, Shiffrin remains the focal point of US commercial interest in Italy.
The most decorated alpine skier in history, Mikaela Shiffrin, enters the 2026 Games with an off-snow value of approximately $8million
Shiffrin’s current portfolio includes long-term partnerships with the likes of Adidas, Barilla, Land Rover and Longines
Jutta Leerdam (Netherlands/Speed Skating) – $5m
Dutch speed skater Jutta Leerdam has seen her profile – and her profits – skyrocket to an estimated $5million in recent years.
While she is a world-class athlete with an Olympic silver medal to her name, her romance with YouTuber-turned-boxer Jake Paul has catapulted her into a different level of fame.
With over 4.5 million followers on Instagram, Leerdam has been branded the ‘world’s hottest speed skater’ by media in her own country and fans online.
She has successfully transitioned her athletic success into a major digital presence, securing deals that cater to a younger, social-media-savvy audience.
Her association with Paul – who has a staggering estimated net worth of $300million, has made the couple a dominant force in the sports-entertainment market.
Dutch speed skater Jutta Leerdam has seen her profile – and her profits – skyrocket to an estimated $5million in recent years
Her romance with YouTuber-turned-boxer Jake Paul has catapulted her into a different level of fame
Auston Matthews (USA/Hockey) – $5m
The only man to make the list is hockey sensation Auston Matthews, whose earnings away from the rink make him an undisputed financial heavyweight of the Games.
Matthews has leveraged his status as one of the NHL’s premier faces into a sponsorship portfolio worth an estimated $5million.
He has secured massive deals with global giants like Nike and RBC, alongside luxury partnerships with brands such as Porsche.
Along with his lucrative sponsorship deals, the hockey star also rakes in an estimated $15.2million from his salary in the NHL.
Matthews currently stands as a prime example of how modern hockey stars are expanding their reach far beyond the traditional North American market.
Auston Matthews has leveraged his status as one of the NHL’s premier faces into a sponsorship portfolio worth an estimated $5million
He has secured massive deals with global giants like Nike and RBC, alongside luxury partnerships with brands such as Porsche
Chloe Kim (USA/Snowboarding) – $4m
Snowboard halfpipe specialist Chloe Kim rounds out the heavy hitters with a personal fortune of $4million.
The 25-year-old became a household name at just 17 and has since been immortalized with her own Barbie doll.
Kim’s earnings are bolstered by deals with Monster Energy, Oakley, and Nike.
Her transition from a teenage prodigy to a seasoned professional has allowed her to maintain a consistent presence in the lifestyle and extreme sports sectors.
She is currently aiming for a historic third consecutive gold medal, all while navigating a high-profile relationship with NFL star Myles Garrett.
Snowboard halfpipe specialist Chloe Kim rounds out the heavy hitters with a personal fortune of $4million
