While Olympic gold medalists receive a $37,500 bonus from the USOPC, the true financial windfall for the stars of Milan-Cortina 2026 is happening on smartphone screens. American figure skater Alysa Liu has emerged as the breakout marketing force of the Games, parlaying two gold medals and a charismatic personality into a staggering 5.68 million new Instagram followers.
The “Liu Effect” and Figure Skating Dominance
Liu’s follower count skyrocketed by 1,856%, moving from 355,000 to over 6 million during the Games. This surge places her ahead of established winter sports icons like Eileen Gu and Mikaela Shiffrin. Liu’s success ended a 20-year gold medal drought for American women in singles figure skating, instantly making her the most marketable face of Team USA.
Other notable social media gains in figure skating include:
- Mikhail Shaidorov (Kazakhstan): A surprise gold in men’s singles led to a 765% increase in followers.
- Ilia Malinin (USA): Despite a disappointing 8th-place finish in singles, his “QuadGod” persona and team gold earned him 1.18 million new followers.
Beyond the Rink: Historic Achievements
Social media growth wasn’t limited to the ice rink. Athletes making history for their nations or standing for causes also saw significant boosts:
- Lucas Pinheiro Braathen (Brazil): The first South American to win a Winter Olympic medal (Gold, Giant Slalom) crossed the 1 million follower mark.
- Vladyslav Heraskevych (Ukraine): Following a controversial disqualification over a helmet tribute to fallen Ukrainian athletes, his following jumped by 753% in just 48 hours.
- Jack Hughes (USA): The NHL star’s “Golden Goal” in the men’s hockey final helped him become one of the few hockey players to eclipse 1 million followers.
Why It Matters
For niche sports, the Olympics represent a rare four-year window to build a lifetime brand. While stars in year-round sports like hockey saw modest percentage gains, figure skaters and skiers utilized the global spotlight to build digital platforms that will likely generate millions in future endorsements.