### Who’s Cashing In at the 2026 Winter Olympics?
The Milan Cortina Winter Olympics are underway, bringing together around 2,900 athletes from over 90 countries. While most of these competitors are fueled by passion and dreams of glory, only a select few can bank on big earnings from their sports. This exciting event, which kicked off last Friday with its grand opening ceremony, highlights a shiny silver lining for the upper echelon of athletes. Strapped for cash? Not these Olympians.
Now, the Winter Olympics might not feature the big-name athletes we see in summer sports like basketball or tennis. But wait! Hockey fans can rejoice because 146 players from the NHL are hitting the ice in Milan. That’s a hefty lineup, considering the NHL has been sitting out Olympic play since 2014. Just think about this—an NHL player this season is guaranteed at least $775,000, which makes them quite different from the average athlete who often has to stretch every nickel and dime for training and travel expenses.
Among the most notable names in hockey is none other than Austin Matthews, a forward for Team USA. This superstar rakes in a whopping $15 million from his contract with the Toronto Maple Leafs, plus an extra $5 million from endorsements. That gives him a cool $20 million—a nice chunk of change, but not enough to top the earnings leaderboard for the Olympic Games. That title belongs to Eileen Gu, a rising star in freestyle skiing. This young powerhouse is cashing in like no other, raking in an estimated $23 million in endorsements and just about $100,000 in prize money over the last year.
Eileen Gu, who switched her competition flag to represent China, is aiming to defend her Olympic titles in the big air and halfpipe events while trying to snag a gold in slope style. This overachiever first made waves at the 2022 Winter Games, and even a crash won’t stop her from continuing her winning ways. The only surprise here is how her earnings have skyrocketed mainly through endorsements rather than competition prizes. Brands like Antedang Magne and Lucken Coffee have realized they want to cash in on her star power, contributing to her impressive income.
Of course, these elite athletes will get even richer if they snag medals in Milan. Many endorsement contracts have built-in bonuses that reward athletes for standing on the podium. In the U.S., the Olympic and Paralympic Committee rewards $37,500 for gold, $22,500 for silver, and $15,000 for bronze. Not to be outdone, the host nation Italy is offering their athletes bonuses ranging from around $71,000 to a staggering $213,000. Some nations are even willing to pay nearly $800,000 for a medal-winning champ. It’s a little gravy on top of what’s already a profitable journey to the Games!
What’s even more impressive is the recent boost given to U.S. athletes. Thanks to a generous $100 million donation from Ross Stevens, the founder and CEO of Stone Ridge, each American Olympian can expect to receive $200,000, no strings attached, simply for participating. That’s a nice cushion to ensure some financial reassurance while aiming for Olympic glory.
It looks like the 2026 Winter Olympics will be quite the spectacle, not only for the thrilling competition but for the financial rewards waiting for those at the top. The world may tune in for the athletic prowess, but the paycheck that certifies their hard work? That’s definitely an event in itself!
