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Forbes’ roundup of the highest-paid athletes at the 2026 Winter Olympics pulls back the curtain on something every hardworking American has known for a long time: fame and endorsements, not medals, often buy the big paychecks. Topping the list is freestyle skier Eileen Gu, who raked in an estimated $23 million over the past 12 months — the vast majority coming from sponsorship and off-slope deals rather than prize money. That reality should make patriots pause when we talk about loyalty and who we cheer for on the world stage.
Gu’s story is a perfect example of modern sport’s moral muddle: born in the U.S., representing China, and cashing in on dual-market appeal while American fans watch with mixed feelings. Forbes notes she has stacked endorsements with major Chinese brands and positioned herself as a global marketing superstar, not just an athlete competing for national pride. Conservatives have every right to question the incentives that reward athletes for switching allegiances and for prioritizing global brand deals over representing the country that raised them.
It’s no surprise that pro hockey stars are high on the financial podium — NHL salaries and endorsements put players like Auston Matthews near the top, with Forbes estimating about $20 million in annual earnings. The return of NHL players to the Olympics only magnifies how professional contracts dwarf the modest realities most Olympians face, and it exposes the double standard in how media and sponsors treat different sports. If we’re serious about celebrating athletic excellence, we should also be honest about how corporate cash skews which sports get attention.
Forbes also reminds readers that most Olympic competitors are not living lavishly; many operate at a loss once travel and training costs are counted, and endorsements or national bonuses can make the difference between staying in the sport or folding. The piece even points out that a $100 million private donation to the U.S. Olympic & Paralympic Committee will funnel an eventual $200,000 to each U.S. athlete — a windfall, yes, but a sign that market fixes and big checks are propping up dreams that public attention ignores. That mix of private money and public spectacle should make Americans ask who benefits and why.
And let’s not pretend this is only a men’s game: household names like Lindsey Vonn and Chloe Kim are also earning meaningful sums — Vonn listed with about $8 million and Kim near $4 million — showing that women who hustle and build brands can thrive in the marketplace too. Conservatives should celebrate that: in a free society, talent, grit, and the willingness to market oneself are rewarded regardless of gender, and these athletes are proof of what hard work plus opportunity can produce.
So here’s the bottom line for patriotic Americans: enjoy the feats on the slopes and the ice, but don’t be seduced by the gloss. Support athletes who wear our flag with pride, demand transparency from sponsors who bankroll foreign allegiances, and push for a system that rewards genuine national representation instead of selling it to the highest bidder. The free market has its place, but so does loyalty to country — and that should never be up for sale.
