Eileen Gu’s switch to China and the heavy NHL contingent at Milan Cortina alter betting markets: Gu’s allegiance boosts China’s medal chances in halfpipe and big air, while teams stacked with NHL stars become favorites in men’s hockey—punters should back NHL-heavy sides and move freestyle-skiing stakes toward Gu and China despite her prize-money being small compared with endorsement income.
Milan Cortina 2026: Who’s Earning Big — and What It Means for Bettors
More than 3,500 athletes from 93 countries head to Milan Cortina for the 2026 Winter Olympics. Paydays vary wildly: some athletes rely on endorsements while others scrape together funding. That split matters not just for headlines but for bettors adjusting markets ahead of the Games.
Eileen Gu tops the list — but most income is off the slopes
Eileen Gu is the highest-paid athlete at Milan Cortina, taking in roughly $23 million last year. Only a tiny fraction of that — about $100,000 — came from prize money, with the bulk from endorsements. Gu will compete for China after previously representing the United States on World Cup circuits. Her change of allegiance directly alters medal probabilities in halfpipe, big air and slopestyle events.
NHL stars reshape men’s hockey odds
The men’s hockey tournament will feature a heavy NHL presence, with many top-paid players headed to Milan. High-profile NHL talent on a roster elevates a team’s medal chances, so traditional hockey powerhouses with deeper NHL representation will likely be favorites in betting markets.
Other notable earners
Lindsey Vonn, a former alpine great, sits among the bigger earners with around $8 million from her career. Snowboarder Chloe Kim is estimated at $4 million, while rising figure-skating star Ilia Malinin reports earnings near $700,000. By contrast, some champions in niche winter events earn modest prize money and sometimes turn to alternative income sources to fund training and travel.
Funding realities — from prize money to side ventures
Not every Olympic medalist earns a living wage from sport. Some bobsleigh and sliding champions, despite success, have sought additional revenue streams to prepare for 2026. These funding gaps underscore the gap between elite visibility and modest prize pools in many winter sports.
Security, logistics and other sidelines
Authorities will deploy immigration and security personnel on site during the Games as part of event preparations. Such measures can influence athlete movements and team operations but are unlikely to change competitive outcomes directly.
Betting implications — practical advice for punters
- Freestyle skiing markets: Shift a portion of stakes toward China in halfpipe and big air because of Gu’s representation and proven podium record.
- Men’s hockey markets: Favor teams with the most top-tier NHL players; depth and NHL experience matter.
- Value hunting: Look beyond headline earners; athletes who rely on prize money may be highly motivated, creating upset potential in less-publicized events.
Bottom line
Earnings and allegiances at Milan Cortina matter for more than headlines. For bettors, the key considerations are athlete allegiance changes (notably Eileen Gu), the concentration of NHL talent in hockey, and the motivation gap between endorsement-rich stars and athletes who depend on competition pay. Adjust markets accordingly.
The 1956 Winter Olympics: glamour, records broken and no protests
The highest-paid athlete at the Winter Olympics is Eileen Gu, but she earns barely anything from skiing.
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