Ever wondered how some Olympians, like Eileen Gu, manage to earn a staggering $23 million? It’s not just about winning medals—it’s about turning Olympic fame into a goldmine of sponsorships and endorsements. But here’s where it gets fascinating: it’s not just their athletic prowess that makes them bankable; it’s a combination of telegenic looks, savvy social media presence, and that elusive 'it factor.' Let’s dive into the world of Olympic stardom and uncover the secrets behind their multimillion-dollar success.
The Winning Formula: More Than Just Medals
Achieving Olympic glory is just the starting point. Eileen Gu, for instance, snagged two golds and one silver at the Beijing 2022 Winter Olympics, followed by two more silvers in Milan-Cortina 2026. Similarly, snowboarder Chloe Kim bagged consecutive golds in PyeongChang 2018 and Beijing 2022, adding a silver this year. But what sets them apart? Marketers often point to their 'telegenic' appeal. Gu, a model for Victoria’s Secret and a Sports Illustrated swimsuit issue feature, embodies this perfectly. Yet, her decision to represent China, despite her San Francisco roots, sparked controversy—though it arguably amplified her global appeal, bridging the two largest consumer markets in the world.
But here’s the part most people miss: It’s not just about looks. Take Shaun White, whose iconic red mane became synonymous with snowboarding greatness after his 2010 Vancouver gold. Rick Burton, former head of marketing for the U.S. Olympic Committee, calls it the 'it factor'—a blend of winning charisma and outward vibrancy. Chloe Kim’s bubbly personality, for example, turned her into a marketing darling, earning her $4 million last year, according to Forbes.
The Social Media Edge
In today’s digital age, a strong social media game is non-negotiable. Eileen Gu’s Instagram is a mix of glamorous shots and relatable moments, like her rice cooker at the Olympics or her morning routine. She’s equally active on Weibo, where she boasts nearly 8 million followers. Chloe Kim, meanwhile, shares snippets of her life, like trying on denim shorts, making her feel approachable and real. This relatability is marketing gold, as sponsors crave athletes who connect with audiences on a personal level.
The Harsh Reality: Most Olympians Don’t Cash In
Here’s the controversial truth: While stars like Gu and Kim rake in millions, most Olympians struggle financially. Many face immense sacrifices just to compete—equipment, coaching, insurance, and even part-time jobs or crowdfunding campaigns. Winning a medal can bring rewards, but lucrative sponsorships are rare. Even sustaining fame post-Olympics is a grind, requiring constant effort to stay relevant.
Beyond the Olympics: Staying in the Spotlight
So, how do athletes keep the spotlight after the games end? Some, like Shaun White, create new platforms—he launched The Snow League to boost snowboarding’s popularity. Others, like Apolo Ohno and Kristi Yamaguchi, parlayed their fame into reality TV wins on Dancing with the Stars. Tara Lipinski and Johnny Weir now thrive as Olympics analysts for NBC and reality TV stars on The Traitors. The key? Adaptability and a willingness to explore new avenues.
The Next Big Stars: Milan-Cortina 2026
Who’s poised to become the next Eileen Gu? Alpine skier Breezy Johnson is already making waves. Not only did she win gold in downhill skiing, but her boyfriend’s proposal at the finish line became one of the most talked-about moments of the 2026 Games. But here’s the twist: In the era of Name, Image, and Likeness (NIL) sponsorships, athletes don’t need medals to become stars. As Rick Burton notes, the next big names might be those who master the creator economy—viral moments, engaging content, and a loyal audience.
NIL might not bring in $23 million, but it could offer a sustainable living for winter Olympians. So, as we cheer for these athletes, let’s also applaud their ingenuity in turning passion into profit. What do you think? Is it fair that only a few Olympians reap such massive rewards, or is this just the nature of the game? Share your thoughts below!
