When it comes to pure prize money, Eileen Gu would not appear anywhere near the top of the list of the world’s richest female athletes. Yet despite earning relatively little directly from competition, the Winter Olympics freestyle skiing star has risen to become the fourth highest-paid female athlete globally in 2025, according to Forbes.
At just 22 years old, Gu’s estimated earnings for 2025 stand at $23.1 million (£17 million)—an astonishing figure considering that $23 million of that total came from off-field income, not sporting prize money. In fact, only tennis sensation Coco Gauff earned more than Gu from endorsements and commercial deals alone.
Gu now sits behind only tennis stars Coco Gauff, Aryna Sabalenka, and Iga Swiatek on Forbes’ annual list of the highest-earning female athletes, underlining how powerful her brand has become beyond the slopes.
To put her earnings into perspective, the next highest-paid female Winter Olympian on the list, American skiing legend Lindsey Vonn, earned $8.2 million (£6 million) last year—less than half of Gu’s total income. Even when Vonn’s earnings are combined with those of global tennis icon Naomi Osaka, they still fail to surpass Gu’s sponsorship revenue.
Olympic Success Sparked a Global Rise
Gu’s meteoric rise began at the 2022 Winter Olympics in Beijing, where she captured two gold medals and one silver at just 18 years old. The historic performance instantly elevated her from promising athlete to global sports superstar.
Born in San Francisco, Gu made the highly publicized decision in 2019 to represent China, the birth country of her mother. The move proved transformative for her career, granting her a unique presence in two of the world’s largest and most lucrative markets: the United States and China.
That dual cultural appeal has become the cornerstone of her commercial success.
A Powerhouse Brand Beyond Sport
Gu’s marketability extends far beyond skiing. Standing at 5ft 9in, she is signed with elite modeling agency IMG and has walked the runway for luxury fashion houses including Louis Vuitton and Victoria’s Secret.
Her social media reach is equally impressive. Gu boasts around seven million followers on Weibo in China and more than two million followers on Instagram, making her one of the most influential athletes in winter sports.
She holds long-term endorsement deals with major global brands such as Porsche and Red Bull, alongside Chinese corporate giants including Anta Sports and TCL Electronics. These partnerships have cemented her status as a rare athlete who transcends sport to become a truly global icon.
Still Driven by Competition
Despite her financial success, Gu has repeatedly emphasized that competition—not money—remains her primary motivation.
She is set to defend her big air and halfpipe titles at the upcoming Milano Cortina Winter Olympics and enters the event as the all-time leader in Freestyle Ski World Cup victories.
After claiming one of those wins in China shortly before the New Year, Gu reflected on her relentless work ethic.
“I’ve been training so much, I’ve been working so hard,” she said. “Every extra hour and every extra run is proof to myself that I deserve to win.”
She added: “I train like I’ve never won, and I compete like I’ve never lost.”
Redefining Success in Modern Sport
Eileen Gu’s story highlights a growing reality in elite athletics: the biggest earnings often come away from the field of play. Through Olympic success, cultural reach, and global brand appeal, Gu has redefined what it means to be a top-earning athlete—especially in sports where prize money remains limited.
At just 22, her influence shows no sign of slowing down.