2026 winter olympics Taking place in Milan and Cortina d’Ampezzo from February 6 to 22, it brings together the world’s top winter sports athletes. While medal prizes vary by country, athletes increasingly rely on sponsorships, endorsements and media partnerships to build long-term financial security.
In many cases, brand deals far outweigh tournament prize money.
Here’s a list of some of the richest athletes competing in the 2026 Winter Olympics, according to Newsweek .
Gu Ailin:About. US$50 million
Auston Matthews: Approximately. US$35-50 million
Lindsey Vonn: Approximately. US$8-16 million
Michaela Shiffrin: Approximately. US$8-15 million
Chloe King: Approximately. US$10 million
Laurence Fournier Beaudry: approx. US$1-6 million
Jordan Stoltz: Approximately. USD 100,000-1 million
Eileen Gu has built a global brand through partnerships with Louis Vuitton, Gucci, Tiffany & Co., Victoria’s Secret and Red Bull. born and raised in san franciscoShe switched to representing China in 2019, citing her mother’s heritage and a desire to grow the sport in China, Newsweek reported. Financial literacy lecturer Alex Beene noted that much of her wealth comes from endorsement deals in China.
The majority of Auston Matthews’ wealth comes from NHL contracts and sponsorship deals, including those associated with the Toronto Maple Leafs, making him one of the highest-paid athletes in the Olympic field.
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According to Newsweek, Chloe Kim has built a strong business portfolio through endorsements with Nike, Oakley, Monster Energy, Toyota and Visa, helping her reach a net worth of approximately $10 million.
Mikaela Shiffrin combines her World Cup prize money with endorsement deals with brands such as Adidas, Atomic, Barilla, Visa and Longines. Financial advisor Drew Powers noted that while she received significant bonuses, endorsements were still a significant part of her income.
Lindsey Vonn has amassed wealth through a long career in alpine skiing, sponsorships, media work and real estate investments.
Also read: Canadian curlers in double trouble accused of illegal touching at Winter Olympics
Laurence Fournier Beaudry benefits from competition income, federation support and sponsorships, although ice dancing offers relatively limited prize money.
Jordan Stolz is a rising speed skating star who amassed early wealth through prize money and sponsorships, and to date his net worth is in the six-figure range.
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