Eileen Gu Ranks 4th Among Highest-Paid Athletes
Freestyle skiing star Eileen Gu has become the fourth highest-paid female athlete in the world in 2025, according to Forbes , despite earning only a small fraction of her income from competition prize money.
At just 22 years old, Gu is estimated to have earned $23.1 million (£17 million) over the past year. Remarkably, around $23 million of that total came from endorsements and commercial ventures, highlighting the scale of her off-field success. Among female athletes, only tennis star Coco Gauff generated more income from endorsements alone.
Gu ranks behind only Gauff, Aryna Sabalenka , and Iga Swiatek on Forbes’ annual list of the highest-earning female athletes.
Commercial Success Outpaces Winter Sports Peers
Gu’s earnings far exceed those of other female Winter Olympians. American skiing legend Lindsey Vonn earned an estimated $8.2 million last year—less than half of Gu’s total income. Even when combined with the earnings of tennis icon Naomi Osaka , the total still falls short of Gu’s sponsorship revenue alone.
Olympic Breakthrough and Global Appeal
Gu’s rise to global prominence began at the 2022 Winter Olympics (chatgpt://generic-entity?number=7), where she won two gold medals and one silver at the age of 18. Born in San Francisco, Gu made headlines in 2019 after deciding to represent China, her mother’s country of birth—a move that significantly expanded her appeal across both Western and Asian markets.
That dual cultural identity has since become central to her brand, making her one of the most marketable athletes in the world.
Brand Power Beyond the Slopes
In addition to her sporting success, Gu has built a strong presence in fashion and media. She is signed with IMG Models and has worked with luxury brands including Louis Vuitton and Victoria’s Secret. Her social media following exceeds nine million across platforms, with a particularly strong presence in China.
Gu also holds endorsement deals with major global companies such as Porsche and Red Bull, alongside leading Chinese brands Anta Sports and TCL Electronics.
Focus Remains on Competition
Despite her commercial achievements, Gu has repeatedly stated that competition remains her primary focus. She is preparing to defend her titles at the 2026 Winter Olympics and currently stands as the all-time leader in Freestyle Ski World Cup victories.
After a recent World Cup win in China, Gu reflected on her mindset, saying she continues to train “like I’ve never won” and compete “like I’ve never lost.”
Redefining Modern Athletic Success
Eileen Gu’s rise underscores a broader shift in professional sports, where elite athletes increasingly generate the majority of their income off the field. Through Olympic success, global reach, and strong brand partnerships, Gu has redefined what it means to be a top-earning athlete in modern sport.
At just 22, her influence—and earning power—continues to grow.
