Some Winter Olympians find success not just on the slopes but also in the business world. Athletes like Eileen Gu and Chloe Kim have turned their Olympic fame into lucrative sponsorships. Eileen Gu, for instance, earned an impressive $23 million over the last year. She’s the highest-paid Winter Olympian, thanks to her popularity and endorsements.
So, what makes these athletes so appealing to sponsors? First, their athletic achievements grab attention. Gu, who won two gold medals at the Beijing 2022 Olympics and added two silvers at the recent Milan Cortina games, has a stunning presence that appeals to brands. Chloe Kim also shines, having secured gold medals in two Olympic games.
Beyond talent, it’s their looks and charisma that draw in marketers. Gu has modeled for well-known brands like Victoria’s Secret, making her an attractive choice for brands. Despite some controversy over her representing China, Gu’s unique position keeps her in the spotlight. She enjoys endorsements from both global powerhouses like Porsche and local brands from China.
Rick Burton, a marketing expert, notes that winning athletes often have an “it factor.” They have a vibrant presence that resonates with fans. For example, Chloe Kim’s sunny personality contributed to her earning around $4 million last year.
Social media savvy also plays a significant role. Gu shares relatable moments on her Instagram, bridging the gap between celebrity and fan. She even engages with her nearly 8 million followers on Weibo, a major Chinese social media platform. Kim does the same, sharing her life to connect with fans.
Interestingly, not all Olympians enjoy this level of financial success. Many struggle. Competing in the Olympics often involves significant costs for coaching, equipment, and travel. Some athletes take on part-time jobs to support their dreams, and crowdfunding has become common among competitors needing financial aid.
After the Olympics, staying relevant is a challenge. Figures like Shaun White have launched new sports events, while others like Apolo Ohno have transitioned into entertainment, appearing on reality TV shows.
Looking ahead, new stars are emerging, like alpine skier Breezy Johnson, who recently won gold and had an unforgettable engagement moment at the Olympics. Marketing experts speculate on how the evolving landscape, including Name, Image, and Likeness (NIL) deals, could change the way athletes monetize their fame.
While not every athlete will reach the heights of Eileen Gu’s earnings, there’s potential for many to build solid careers off the ice and snow, turning their passion into a sustainable livelihood.
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