MILAN, 09 February 2026 – As the Milan Cortina Winter Olympics take centre stage, freestyle skiing sensation Eileen Gu has solidified her status as the wealthiest athlete on the snow. Fresh reports from the games confirm that Gu is currently the highest-paid Winter Olympian, with her total net worth now estimated at $50 million AUD (approx. $32 million USD) following a record-breaking 2025 fiscal year.
The $23 Million Year: 2025 Earnings Breakdown
According to the latest financial data released in February 2026, Gu earned a staggering $23 million USD in 2025 alone. While she remains a dominant force in slopestyle and halfpipe competitions, the vast majority of her income is generated away from the ski slopes. In 2025, her “on-snow” prize money accounted for only $100,000 USD, while her off-field endorsements brought in $22.9 million USD.
This earnings surge placed her as the fourth highest-paid female athlete globally in 2025, tied with tennis star Coco Gauff for the top spot in endorsement revenue. Industry analysts note that her commercial value has skyrocketed since the 2022 Beijing Games, with her per-endorsement fee rising from $1 million to approximately $2.5 million per deal.
Eileen Gu Financial Profile & Key Facts
Gu’s portfolio is a unique blend of high-fashion luxury, Chinese consumer giants, and global tech firms. Below are the verified details of her financial standing as of February 2026.
| Category | Details |
|---|---|
| Estimated Net Worth | $50 Million AUD ($32M – $35M USD) |
| 2025 Annual Income | $23 Million USD |
| Primary Income Source | Brand Endorsements (99% of total earnings) |
| Key Global Sponsors | Louis Vuitton, Victoria’s Secret, Tiffany & Co., IWC Schaffhausen |
| Key Chinese Sponsors | Luckin Coffee, Mengniu Dairy, Anta Sports, JD.com |
| Recent Appointments | TCL Global Brand Ambassador (August 2025) |
| Representation | IMG Models |
The “Poster Girl” of Sports Marketing
Gu’s ability to bridge the gap between Western luxury markets and Chinese consumerism remains her greatest financial asset. Since January 2021, she has reportedly racked up over $42 million USD in total earnings. Her influence is particularly visible at the 2026 Winter Olympics, where she serves as a primary torchbearer and the face of multiple international ad campaigns.
Public insights suggest that her social media presence has become a secondary “gold mine.” Beyond traditional TV spots, Gu’s content creation for platforms like Instagram and Xiaohongshu has turned her into a millionaire social media star, allowing her to command premium rates for digital-first partnerships.
Frequently Asked Questions
How much does Eileen Gu earn from skiing competitions?
Relatively little compared to her total wealth. In 2025, she earned approximately $100,000 USD from tournament winnings and prize money, which represents less than 1% of her annual income.
Is Eileen Gu the highest-paid female athlete?
As of the 2025 rankings, she is the highest-paid Winter Olympian and ranks in the top five highest-paid female athletes in the world, trailing only top-tier tennis players like Coco Gauff and Iga Świątek in total revenue.
Which brands does Eileen Gu represent in 2026?
Gu currently holds contracts with over 30 international and Chinese brands. Major partners include luxury houses like Louis Vuitton and Tiffany & Co., as well as mass-market brands such as Cadillac, Luckin Coffee, and the electronics firm TCL.
What is Eileen Gu’s net worth in 2026?
While estimates vary by source, most financial outlets, including Celebrity Net Worth and Forbes-linked reports, place her total net worth between $30 million and $50 million USD (up to $75 million AUD) as of February 2026.