The lead-up to the 2026 Winter Olympics in Milan-Cortina is already marked by notable achievements in women’s sports, particularly with freestyle skier Eileen Gu. She finds herself as a surprising presence in Forbes’ list of the world’s highest-paid female athletes for 2025. Gu, who earned an estimated $23.1 million, breaks the traditional mold, coming in fourth behind tennis stars Coco Gauff, Aryna Sabalenka, and Iga Swiatek, who earned $33 million, $30 million, and $25.1 million, respectively.
While Gauff, Sabalenka, and Swiatek are celebrated household names rooted in the world of tennis, Gu’s success comes from her achievements in freestyle skiing. Since winning two gold medals and a silver at the 2022 Beijing Winter Olympics, Gu has consistently ranked among the top five highest-paid female athletes. In fact, despite being a relative newcomer compared to her tennis counterparts, she outpaces established names such as Naomi Osaka and Caitlin Clark, while the next Winter Olympian on the list, 41-year-old Lindsey Vonn, trails significantly at $15 million.
A significant aspect of Gu’s earnings is highlighted by the fact that only $0.1 million of her total revenue comes from skiing, with her endorsements accounting for the remaining $23 million. This trend reflects a broader pattern in women’s sports, where exposure is often growing faster than salaries. Gu’s endorsement portfolio features collaborations with luxury brands such as Porsche, Red Bull, and IWC Schaffhausen, blending both international and Chinese market influences.
Hailing from a unique cultural background, Gu switched her allegiance to represent China in 2019, which has made her a central figure in the dialogue of East-West sporting dynamics. Despite facing criticism over her decision to represent China—ranging from accusations of ungratefulness to being labeled as “unpatriotic”—Gu continues to advocate for herself and her accomplishments within both cultural frameworks. She has eloquently responded to criticism, affirming her commitment to representing China through her competitive achievements, winning multiple medals in international competitions, and engaging in philanthropy.
Beyond the slopes, Gu has cultivated a relatable presence on social media, garnering over seven million followers on Weibo and showcasing not just her professional feats but also elements of her everyday life. This balance resonates with younger audiences, who see her as both an aspirational figure and a relatable individual. Her approach to leveraging her public profile demonstrates how modern athletes can blend their sporting prowess with brand endorsements effectively.
As Gu prepares to defend her big air and halfpipe titles at the upcoming Winter Olympics, her dedication to the sport is evident. Following a victorious comeback from injury with her 19th World Cup victory in December, she remains focused on her training and competitive spirit. Gu embodies a new era where the narrative of an athlete is shaped not just by medals but by their ability to connect with diverse audiences across the globe. Her story serves as an inspiring example of how young athletes can harness their platforms to create meaningful impact in their sports and beyond.