From medals to millions: these are the top earners of the 2026 Winter Games

Next week, the 2026 Winter Olympics begin in Milan and Cortina d'Ampezzo. Even before the global sporting event gets underway, it is clear that the Games are more than just a competition. They serve as a worldwide stage where athletes compete not only for medals but also to build their earning potential beyond sport.

Next week, the Winter Olympics kick off in Milan and Cortina d'Ampezzo. Before the global sporting event kicks off, MASTERS takes a look at another ranking: the numbers. These are the five most expensive Olympic Games of all time.

Top 5 highest earners at the 2026 Winter Games

Eileen Gu – Freestyle Skiing (China/USA)

By far the commercial queen of the Games. Gu combines sporting dominance with exceptional appeal for international brands like Red Bull, Porsche, IWC Schaffhausen, and TCL Electronics. In the past, Gu has also been the face of major brands such as Louis Vuitton and Tiffany & Co.

Major sponsorship contracts generate an estimated annual income of over $20 million, far exceeding the Olympic prize money. Gu already won silver at these Winter Games. Sports experts expect her success will continue and consider it a real possibility that she will once again add Olympic gold to her sporting achievements, just as she did in 2022.

Mikaela Shiffrin – Alpine Skiing (USA)

Shiffrin is a firm favorite in international winter sports. Besides her impressive athletic achievements, she has built a strong financial profile with international sponsors like Adidas, Barilla, Land Rover, and Longines, supplemented by media projects that consistently bring her income into the millions. Her total net worth is estimated at approximately $8 million.

In terms of sport, the Olympic podium remained just out of reach for her this year, just like four years ago, she again missed out on a medal at the Winter Games.

Lindsey Vonn – Alpine Skiing (US)

She retired from professional alpine skiing in 2019, but for years she was considered the pinnacle of commercial winter sports. The 41-year-old Vonn retired from skiing that year, later making a remarkable comeback and dreaming of another Olympic medal. That dream was severely dented when the American tore the cruciate ligament in her left knee in a fall in Crans-Montana a week before the start of the Games. She still started in the downhill on Sunday, but after less than thirteen seconds, she suffered another heavy fall.

Besides her athletic achievements, Vonn has a remarkable international appeal. She has collaborated with brands like Under Armour, Red Bull, Rolex, and Oakley. Off the track, she also managed to connect her name with media appearances, books, and business ventures, which the current generation of athletes continues to build upon. Her net worth is generally estimated at around $15 million.

4. Auston Matthews – Ice Hockey (US)

As the only man on this list, yet a global star in the National Hockey League, Matthews will be among the top financial players during the 2026 Winter Games. His income comes largely from commercial deals and long-term contracts outside of the Olympic arena, with brands like Jordan Brand and CCM Hockey. His net worth is estimated at between $30 and $40 million.

The sporting bar is set high: under his leadership, Team USA is chasing its first Olympic gold medal since the legendary 'Miracle on Ice' of 1980.

5. Jutta Leerdam – Skating (NL)

The Netherlands has a special eye-catcher in Milan. Jutta Leerdam won Olympic gold in the 1000 meters last Monday, confirming her status as one of the most visible international athletes at these Games. With approximately 5,7 million followers on Instagram, Leerdam has an exceptional reach for a winter athlete, making her irresistible to brands.

In recent years, she has gained even more global recognition after announcing her relationship with Jake Paul, making her a global sports celebrity. Jutta's net worth is estimated at over $5 million.