Competitive Edge - Sports & Entertainment Marketing News

How American Skier Eileen Gu Will Cash In On Competing For China


The American-born Eileen Gu said she decided to compete for China to honor her mother, who was born there. It turned out to be a great financial choice, too.

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Discussion Questions:

  1. What is endorsement?
  2. Why do brands pay athletes to endorse their products and services?
  3. How do you think brands determine which athletes are the right fit to feature in their marketing campaigns?
  4. What characteristics do you think brands look for when determining which athletes might be a fit to endorse their products and services?
  5. Why did Eileen Gu choose to compete for China in the Beijing Games?
  6. Based on information from this story, how might she benefit from that decision financially?
  7. Because she was born in the U.S. and renounced her U.S. citizenship, Gu has become the most polarizing figure in the Winter Olympics. Do you think that impacts her marketability in the United States? Why or why not?
  8. How might that impact her appeal to American brands as someone they might be interested in as a spokesperson for their products and services?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


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