The article discusses how top Winter Olympic athletes, particularly freestyle skier Eileen Gu and snowboarder Chloe Kim, convert Olympic success into lucrative sponsorship deals. Gu topped the earnings chart with $23 million in the past year, thanks to her achievements—two golds and a silver at the 2022 Beijing Olympics, plus silver medals at the 2026 Milan-Cortina Winter Games. Traits that contribute to their financial success include not only athletic prowess but also “telegenic” looks and strong social media presence.
Gu, who has modeled for brands like Victoria’s Secret, navigates the complexities of representing China while potentially retaining American citizenship, capitalizing on both consumer markets. Both athletes benefit from a relatable social media strategy, which enhances their marketability.
However, the article notes that most Olympians do not earn substantial amounts and often face significant financial challenges while training. Maintaining relevance post-Olympics is crucial, with some opting to pursue careers in entertainment or launching new sports initiatives. Rising stars, such as Breezy Johnson, hint at emerging marketing opportunities, especially with the evolving landscape of name, image, and likeness (NIL) sponsorships.
In summary, while not all Olympians find financial success, those like Gu and Kim have turned their athletic achievements into considerable wealth through strategic branding and media engagement.
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