The Influence Games

Day 4: From two weeks in the spotlight to a lifetime of fame

Feb 09, 2026

In a world where over half of Gen Zers want to be influencers, and celebrities are as well known for their commercials as their movies, it should come as no surprise that many Olympians are using their moment in the spotlight for a little self-promotion.

Team USA athletes like Mikaela Shiffrin, Erin Jackson, and Chloe Kim are household names not just because they are champions - they used social media to keep themselves in the conversation long after the last Olympics ended. Now a new generation is taking up the mantle - athletes like Ice Hockey player Hilary Knight, Curler Ben Richardson, and Luger Sophia Kirby are sharing their Olympic experience and building personal brands and followings beyond Milan 2026.

Eileen Gu, seen walking the runway for Louis Vuitton, would probably be famous even without being an Olympian. (Photo: Edward Berthelot/Getty Images)

Then there are those elite few who are influencers in their own right, and also happen to be Olympic medalists. American-born Freestyle Skier Eileen Gu won Gold in Beijing for her mother’s native China, the country she chose to represent in part to capitalize on a 1.4 billion-strong market. Gu has over 10 million followers and reportedly made $23 million last year from endorsements alone. Combining talents with another athlete-influencer, Dutch Speed Skater and model Jutta Leerdam is half of an influencing power couple with fiance Jake Paul. Together they have over 30 million followers and have caused quite an Olympic stir.

But whether an athlete has 2 followers or 2 million, they all put their skis on one boot at a time.

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What To Watch Today

(All times Eastern. Full event replays available on-demand on Peacock)

The US Mixed Doubles Curling team plays a semifinal match for a shot at Gold, and the Women’s Ice Hockey team looks to continue its winning Olympic streak against Switzerland. The aforementioned “world’s hottest athlete” Jutta Leerdam tries to extend Dutch Speed Skating dominance.

4:05 am - Curling: Mixed Doubles Round Robin (four matches) 🇺🇸
4:30 am - Alpine Skiing: Men’s Team Combined Downhill 🇺🇸
6:30 am - Freestyle Skiing: Women’s Freeski Slopestyle Finals 🥇 🇺🇸
8:00 am - Alpine Skiing: Men’s Team Combined Slalom 🥇 🇺🇸
11:00 am - Luge: Women’s Singles Runs 1&2 🇺🇸
11:30 am - Speed Skating: Women’s 1000m 🥇 🇺🇸
12:05 pm - Curling: Mixed Doubles Semi-Finals 🇺🇸
1:00 pm - Ski Jumping: Men’s Normal Hill 🥇
1:20 pm - Figure Skating: Ice Dance - Rhythm Dance 🇺🇸
1:30 pm - Snowboarding: Women’s Big Air Finals 🥇 🇺🇸
2:40 pm - Ice Hockey: Women’s Prelim. Round - USA vs SUI 🇺🇸

🥇 = Medal Event
🇺🇸 = Team USA