Richest Athletes at the Winter Olympics 2026: NHL Stars Dominate

MILAN-CORTINA, Italy – The February 8, 2026 Winter Olympics in Milan and Cortina d’Ampezzo are set to be a showcase of athletic prowess, but also a significant financial event for the participating athletes. While the spirit of the Games remains rooted in amateur competition, a growing commercial landscape means success on the ice and snow increasingly translates into substantial off-field earnings.

Unlike the Summer Olympics, often dominated by NBA, golf, and tennis superstars who frequently top the Forbes list of highest-paid athletes, the Winter Games will see ice hockey take center stage as a major exception. The men’s tournament in Milan will include a substantial contingent of 146 players from the National Hockey League (NHL), marking their return to the Olympics after a hiatus since 2014. The NHL boasts a minimum salary of $775,000 per season, and according to Forbes, nine of the ten highest-paid players in the league will be competing in Milan.

The only notable absence among NHL stars is goalkeeper Igor Shesterkin, who, along with the Russian team, has been excluded from the Games due to the ongoing geopolitical situation in Ukraine. This absence underscores the impact of global events on even the most celebrated sporting competitions.

However, the athlete poised to earn the most at the 2026 Winter Olympics isn’t an NHL player at all. Eileen Gu, representing China in skiing, currently leads the pack with an estimated $23 million earned in 2025. Born in San Francisco, Gu has successfully bridged Eastern and Western markets, attracting endorsements from major brands like Cadillac, Tiffany & Co., Visa, and Victoria’s Secret. Her dominance in skiing, coupled with her unique cross-cultural appeal, has made her a highly sought-after brand ambassador. The recent addition of TCL Electronics to her endorsement portfolio, strategically timed to coincide with the Milan-Cortina Games, further demonstrates her savvy approach to leveraging her Olympic profile.

The financial success of these athletes reflects a broader shift in the world of sports, where marketability and the ability to connect with diverse audiences are increasingly valued. The focus is shifting towards building personal brands and securing endorsement deals to accumulate wealth beyond official winnings. This trend highlights the evolving relationship between athleticism and commercial opportunity.

Lindsey Vonn, a veteran skier making a comeback at age 41, is also a significant earner, with an estimated net worth of $14 million. While specific details of her earnings during the Games weren’t immediately available, her established brand and enduring popularity suggest she will also benefit from the increased exposure.

The influx of NHL players is a particularly noteworthy aspect of the 2026 Winter Olympics. The return of NHL athletes adds a layer of professional skill and star power to the ice hockey competition, potentially boosting viewership and commercial interest. The league’s presence also provides a platform for its players to enhance their personal brands and attract endorsement opportunities.

The Milan-Cortina Games are expected to feature roughly 2,900 competitors from more than 90 countries, participating in 116 events. While the vast majority of these athletes will compete primarily for national pride and personal achievement, a select few will also be vying for lucrative endorsement deals and increased brand recognition. The Games represent a unique intersection of athletic competition and commercial opportunity, transforming elite athletes into global brands.

The commercialization of the Winter Olympics isn’t without its critics, who argue that it detracts from the original spirit of the Games. However, the financial benefits for athletes are undeniable, allowing them to invest in their training, support their families, and pursue other opportunities after their competitive careers are over. The evolving landscape of Olympic sports reflects a broader trend in the sports industry, where athletes are increasingly recognized as valuable assets with the potential to generate significant revenue.

As the Games approach, the focus will undoubtedly remain on the athletic competition. However, the financial stakes are also high, and the athletes who can successfully navigate the commercial landscape will be well-positioned to capitalize on their Olympic success long after the final medal has been awarded.