5 Surprises on Forbes’ Highest-Paid Female Athletes List
Tennis stars lead Forbes’ rankings, but Eileen Gu earnings stand out as the Winter Olympian outpaces global sports icons.
NEW YORK — As coverage of the 2026 Winter Olympics ramps up, new attention is falling on an unexpected standout in Forbes’ latest ranking of the world’s highest-paid female athletes.
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Tennis sensation Coco Gauff tops Forbes’ 2025 list with an estimated $33 million in earnings, followed closely by fellow tennis stars Aryna Sabalenka at $30 million and Iga Swiatek at $25.1 million. But the most striking name on the list appears just behind them: freestyle skier Eileen Gu, with earnings of $23.1 million.
Unlike the tennis stars who dominate global television schedules, Gu competes in a niche winter sport. Yet her earning power places her ahead of globally recognized athletes such as Naomi Osaka, Madison Keys, and basketball phenomenon Caitlin Clark.
Gu’s rise traces back to her historic performance at the 2022 Beijing Winter Olympics, where she won two gold medals and a silver in big air, halfpipe, and slopestyle. At just 18 years old, she became the youngest Olympic champion in freestyle skiing.
Since those Games, Gu has ranked in the top five highest-paid female athletes every year, driven largely by endorsement deals, international brand partnerships, and her cross-cultural appeal. Analysts note that her marketability extends far beyond competitive results, tapping into fashion, lifestyle, and global youth culture.
In Forbes’ most recent rankings, the next Winter Olympian on the list is Lindsey Vonn, ranked joint 18th. At 41 years old, the alpine skiing legend earned roughly $15 million less than Gu, underscoring the generational and commercial shift in winter sports marketing.
As The Athletic provides live coverage of the 2026 Winter Olympics, Gu’s presence looms large — not just as a medal contender, but as a case study in how modern athletes monetize global visibility beyond traditional sporting fame.
Her position on the list highlights a broader evolution in women’s sports, where Olympic success, personal branding, and international reach can rival — and sometimes surpass — earnings in more established professional leagues.
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