Key Highlights
- Eileen Gu earns $23 million annually, with only $100,000 from her sport.
- The majority of her earnings come from off-field endorsements and sponsorships.
- Gu represents both the U.S. and China in international competitions, leading to criticism.
- Sponsorship deals include Western brands like Porsche and Red Bull, as well as Chinese companies.
The Rising Star of Freestyle Skiing
Eileen Gu is a name that has become synonymous with freestyle skiing excellence. Born in San Francisco but representing China, she achieved three gold medals at the 2022 Beijing Winter Olympics. But behind her athletic prowess lies an even more impressive financial profile—Gu earns $23 million annually, yet only $100,000 of that is from her skiing endeavors.
The Power of Endorsements
So how does Gu manage to earn such a staggering sum? Her primary source of income comes from off-field endorsements and sponsorships. She has walked for luxury brands like Victoria’s Secret and Louis Vuitton, made appearances on billboards in Beijing, and signed long-term deals with Western giants such as Porsche, Red Bull, and Swiss watch manufacturer IWC Schaffhausen.
Gu is also a brand ambassador for several Chinese companies, including Anta Sports, Bosideng jackets, Mengniu Dairy, and TCL electronics. Her ability to market herself across multiple brands in both the U.S. and China has made her a commercial powerhouse. “For so many younger people,” says Josh Hershman from Ten Toes, a leading sports marketing agency, “she is extremely relatable and aspirational.”
A Diverse Portfolio of Sponsorships
Gu’s sponsorship portfolio reflects her diverse appeal. In the lead-up to the 2022 Beijing Olympics, she was already a recognizable name in China, with over seven million followers on Weibo and five million more on Instagram. Her endorsement deals are extensive, covering fashion, luxury goods, and technology.
One of Gu’s most notable endorsements is with Porsche, where she has been featured in multiple campaigns.
Red Bull also capitalized on her popularity by featuring her in their skiing events. These partnerships not only reflect her athletic talent but also her marketability as a global icon.
The Controversy Surrounding Gu
Gu’s dual allegiance to both the U.S. and China has led to criticism. Before the 2022 Beijing Olympics, Tucker Carlson called her choice “dumb,” while Fox News co-host Will Cain described it as “ungrateful.” Despite this backlash, Gu remains committed to representing both countries at international competitions.
In response to such comments, Gu once said on The Burnouts podcast: “Who are you to get to go online with this big platform? At least invite me for a debate.
Let me come defend myself.” Her defense was echoed in a 2025 interview where she responded to criticism by highlighting her contributions to Chinese freestyle skiing and advocating for women’s representation globally.
Gu’s work ethic is undeniably commendable, as evidenced by her numerous World Cup victories and the dedication shown during training. “I train like I’ve never won, and I compete like I’ve never lost,” she told media after a recent victory. This relentless approach has earned her the respect of both fans and sponsors alike.
As Gu prepares for the 2026 Winter Olympics in Milan-Cortina, her dual identity continues to make headlines. Whether you view her as a trailblazer or a symbol of global brand marketing, one thing is certain: Eileen Gu’s story is far from over.