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Eileen Gu And Auston Matthews were the richest stars at Winter Olympics 2026.Image: Getty
The 2026 Winter Olympics in Milan and Cortina d’Ampezzo delivered breathtaking moments on snow and ice. But while fans were glued to medal tables from February 6 to 22, there was another story drawing attention online: how much these athletes are actually worth.
Because in 2026, Olympic glory is only part of the equation. For many athletes, the real financial breakthrough comes from what happens off the slopes. Instagram partnerships, global fashion campaigns, NHL contracts and endorsement deals often outweigh medal bonuses. In fact, for several of the biggest names at these Games, brand money far exceeds competition prize money.
The faces, the brands and the millions behind Milan-Cortina
- At the top of the list is freestyle skier Eileen Gu, whose estimated net worth stands at around $50 million, according to CelebrityNetWorth. The freestyle skiing star has become as recognizable in fashion circles as she is on the slopes. Partnerships with Louis Vuitton, Gucci, Tiffany & Co., Victoria’s Secret and Red Bull have helped her build a global image. Born and raised in San Francisco, she chose to represent China in 2019, citing her mother’s heritage and a desire to grow the sport there, as reported by Newsweek. Financial literacy instructor Alex Beene has noted that most of her wealth comes from endorsement deals in China.
- Ice hockey player Auston Matthews, with an estimated net worth between $35 million and $50 million, represents another model of modern athlete wealth. His NHL contracts and sponsorship deals tied to the Toronto Maple Leafs make him one of the highest earners linked to the Olympic field.
- Snowboarder Chloe Kim, whose net worth is approximately at around $10 million, has built her brand through endorsements with Nike, Oakley, Monster Energy, Toyota and Visa, according to Newsweek. Her Olympic success translated quickly into commercial power.
- Alpine skier Mikaela Shiffrin’s estimated net worth ranges between $8 million and $15 million, according to Biography.com. She combines World Cup prize earnings with endorsements from Adidas, Atomic, Barilla, Visa and Longines. Financial adviser Drew Powers has pointed out that while prize money is significant, endorsements are essential to her overall income.
- Alpine skier Lindsey Vonn, somewhere between $8 million and $16 million, grew her wealth through years of alpine dominance, sponsorships, media work and real estate investments.
- Speed skater Laurence Fournier Beaudry’s net worth is estimated between $1 million and $6 million, while rising speed skating talent Jordan Stolz is believed to be between $100,000 and $1 million.
For fans, it is a reminder that today’s Olympians are building careers, brands and long-term security far beyond the podium.
English (US) ·