Eileen Gu revealed that she chose to compete for China to honor her mother, who was born in the country. It also ended up being a wise financial decision for her. According to US marketing experts, Gu can expect endorsement deals and sponsorships from both countries after winning a gold medal in the women’s freeski big air competition at the Winter Olympics in Beijing.

“Gu is in an interesting position where she can support both American and Chinese brands because she is passionate about both,” says Cheyenne Cantor, a marketing executive at MediaLink. “Gu has the opportunity to highlight brands in China that may not have the popularity that other American brands have and vice versa.”

According to Cantor, Gu is someone who can raise awareness and build a dedicated following willing to buy whatever she promotes.

Gu has already acquired a slew of luxury brand partnerships. Tiffany & Co. chose Gu, along with actresses Anya Taylor-Joy and Tracee Ellis Ross, as one of three new worldwide brand ambassadors just last year. She also collaborates with IWC Schaffhausen, Victoria’s Secret, Louis Vuitton, Fendi, and Gucci, among others.

Luckin Coffee, Bank of China, Cadillac China, and China Mobile are among her Chinese sponsors. She works with dozens of brands, according to Campaign Asia. Another sponsor, Red Bull, has released footage of Gu in Beijing this month, including a new digital series called Everyday Eileen detailing her rise to fame.

“Increasingly, brands are looking for ways to position their message as global and not constrained by language or geo boundaries,” said Jamie Gutfreund, former CMO of Hasbro and MGA Entertainment.

According to Dan Tunna, who has worked on influencer marketing for the Olympics, brands that are looking to broaden their global representatives will want to work with Gu.

“Her dual-nationality status makes her the ideal ambassador for Chinese brands operating globally and Western brands looking to grow in China,” he continued.

If you want to book Eileen Gu or another top sports star, reach out to our agents at Athlete Speakers. We have over 20 years of experience being the leading organization for hiring sports talent for speaking engagements, appearances, endorsements and more. Fill out our Online Booking Request Form or call 800-916-6008.