Olympic skier Eileen Gu has become China's golden girl. The San Francisco-born skier's decision to compete for the host nation appears to be paying off, commercially at least
, Victoria's Secret, Tiffany & Co and Oakley, which have all targeted the China market in recent years.
"If you look at the most successful athletes like Michael Phelps, I think we were talking about earning up to $100 million ... there's no question that if she continues to bring in the golds, she will be in the same league." Chinese media has buzzed with speculation over Gu's endorsements, with the Beijing News reporting her fee at $2.5 million after-tax and total earnings from brand deals in the past year over 100 million yuan, citing industry sources. News outlet Tianxiashangwang estimated that Gu's earnings since the start of 2021 exceeded 200 million yuan .2022 Beijing Olympics - Victory Ceremony - Freestyle Skiing - Women's Freeski Big Air - Beijing Medals Plaza, Beijing, China - February 8, 2022.
"She gives the Chinese pubic happiness, so there is no shame in seeking a commercial return," Hu wrote. "But the political elements need to be minimised as much as possible. It is risky for Gu Ailing to be that kind of a vector," he said.
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