Winter Olympics 2026: Eileen Gu and U.S.-Born Athletes Reportedly Paid Nearly $14 Million by China
As the spotlight intensifies ahead of the Winter Olympics 2026 in Milan-Cortina, fresh controversy has emerged around freestyle skiing superstar Eileen Gu. According to reports, Gu and fellow U.S.-born figure skater Zhu Yi were paid nearly $14 million over the past three years by Chinese authorities as they pursue Olympic success for China.
The development has reignited debate around Gu’s nationality, sponsorship empire, and her role as one of the most marketable athletes at the 2026 Winter Games.
Beijing Payments Revealed in Budget Report
A report by The Wall Street Journal revealed that the Beijing Municipal Sports Bureau paid Gu and Zhu Yi a combined $6.6 million in 2025 alone. The payments were reportedly issued for “striving for excellent results in qualifying for the 2026 Milan Winter Olympics.”
Across three years, the total compensation reportedly reached nearly $14 million. The figures surfaced after a government budget document was briefly posted online listing the athletes’ names. The references were later removed from the public report.
While neither athlete has publicly addressed the payments, the revelation adds another layer to the ongoing scrutiny surrounding Gu’s switch from representing the United States to China in 2019.
From San Francisco to Olympic Glory for China
Born in San Francisco, Gu made the decision in 2019 to compete for China — the birthplace of her mother. She stated at the time that her goal was to “inspire young girls” in China, especially ahead of the 2022 Winter Olympics.
Her gamble paid off spectacularly.
At Beijing 2022, Gu:
- Won 2 gold medals
- Secured 1 silver medal
- Became the youngest Olympic champion in freestyle skiing
- Became the first freestyle skier to win three medals in a single Olympics
Now, at the 2026 Winter Olympics, she has already claimed a silver medal in slopestyle and remains a medal contender in halfpipe and big air.
After her silver performance, Gu said:
“Sometimes it feels like I’m carrying the weight of two countries on my shoulders… To still show my best and still be so deeply in love with the sport — that’s what I care about.”
Citizenship Questions Continue
China does not allow dual citizenship, which has fueled speculation that Gu renounced her U.S. passport. However, she has never publicly clarified her legal citizenship status, keeping the issue “shrouded in mystery.”
The ambiguity continues to spark debate in both countries — especially as her financial success grows.
The Highest-Paid Winter Olympian of 2026
Gu’s earnings extend far beyond government payments or prize money.
According to Sportico:
- She earned approximately $23 million in 2025
- Only $20,000 of that came from competition winnings
- The rest came from endorsements
That makes her:
- The fourth-highest earning female athlete globally
- The highest-paid athlete at the 2026 Winter Olympics
- Earning more than U.S. hockey star Auston Matthews
- Roughly three times more than American ski icons Mikaela Shiffrin and Lindsey Vonn
Her endorsement portfolio includes global giants:
- Porsche
- Red Bull
- IWC Schaffhausen
- Anta Sports
- TCL
She is also represented by IMG Models and balances her career with studies at Stanford University, where she majors in international relations.
Limited Prize Money, Massive Exposure
Despite her dominance, freestyle skiing offers relatively modest prize payouts.
During the 2025-26 FIS season:
- Gu won two events, earning $44,000 combined
- Won a Snow League event worth $50,000
- Received a $5,000 appearance fee
Compared to her endorsement income, competition winnings represent only a fraction of her annual earnings.
She is also a global ambassador for The Snow League, founded by Olympic gold medalist Shaun White, further expanding her brand influence.
Zhu Yi’s Situation
While Gu remains in the spotlight, Zhu Yi — born Beverly Zhu in Los Angeles — is not competing in the 2026 Games. However, she was included in the reported financial compensation from Beijing authorities for Olympic qualification efforts.
Her involvement underscores China’s broader strategy of investing in internationally born athletes with Chinese heritage.
Cross-Cultural Appeal Drives Value
Sports marketing experts have noted Gu’s rare global appeal. She connects:
- American audiences (her birthplace)
- Chinese fans (her heritage and representation)
- Luxury brands
- Youth demographics
- Olympic patriotism narratives
Her ability to transcend borders has turned her into a once-in-a-generation marketing asset.
At the 2026 Winter Olympics, NBC’s coverage — despite focusing primarily on American athletes — continues to highlight Gu due to her global magnetism.
Medal Chase Continues in Milan
The women’s freestyle skiing events in Milan began with slopestyle on February 7, followed by big air and halfpipe.
Gu is one of the rare athletes competing in all three disciplines and could:
- Break the tie for most freestyle skiing gold medals
- Extend her record of three total Olympic medals
- Further cement her legacy as the face of modern Winter Olympics marketing
Final Thoughts
The reported $14 million payments from Chinese authorities have reignited discussion around nationality, athlete compensation, and Olympic representation.
But beyond the controversy, one fact remains clear:
Eileen Gu is the most commercially powerful athlete at the Winter Olympics 2026.
Whether viewed as a cross-cultural ambassador or a lightning rod for geopolitical debate, she continues to win — both on the slopes and in the boardroom.
The information presented in this article is based on publicly available reports and reputable media sources at the time of publication. Financial figures and payment details referenced herein have not been independently verified by our editorial team. This content is intended for informational and journalistic purposes only and does not constitute legal, financial, or official confirmation of any athlete’s contractual or governmental agreements.
By
By
