Eileen Gu has earned the title of the highest-earning athlete at the upcoming Milano-Cortina Olympics, with Forbes reporting that she made over 19 million euros in the previous year. This significant income places her fourth on the list of the highest-earning female athletes worldwide, trailing only tennis players Coco Gauff, Aryna Sabalenka, and Iga Swiatek. Gu's financial success illustrates the prominence and marketability of female athletes, particularly in the context of Olympic sports.

What is particularly noteworthy about Gu's financial earnings is that the vast majority does not come from her performance as an athlete but rather from lucrative sponsorship deals. Earning only about 80,000 euros from prize money, which constitutes a mere 0.04% of her total income, highlights the increasing trend among female athletes where endorsements form the core of their financial portfolio. As a figure who straddles culture and sport, Gu has partnered with major international brands such as Porsche, Red Bull, and IWC Schaffhausen, as well as various Chinese companies including Anta Sports and TCL Electronics.

Gu's ascent in the sports world exemplifies the intersection of sports, commerce, and global branding. With only two winter sports athletes—Gu and former skier Lindsey Vonn—making the top 20 highest-earning female athletes list, it underscores the challenge and potential for female athletes in winter sports to gain visibility and financial success. As the Olympics approach, Gu's story may further inspire discussions about gender equity in sports earnings and the commercialization of female sports.