Shaun White, the legendary Olympian and professional athlete, recently shared a surprising memory from his teenage years that left him “baffled.” During a July 15 episode of the SoFi podcast “Richer Lives,” White reflected on how he signed his first sponsorship deal at the young age of 14, which was valued at over $1 million. “I was like, ‘OK, so that’s good,’” he recalled, noting that while he had heard big numbers like that mentioned in movies, he never expected it would apply to him.
White’s early career began in skateboarding, where he quickly made a name for himself. He later transitioned to snowboarding, achieving significant success in both sports. Despite the impressive figure associated with his first deal, he remembered feeling somewhat indifferent at the time. “I remember it being, like, not a big deal to me. I don’t know why. I remember being like, ‘OK, that’s great. So, off to the skate park then,’” he said.
As he navigated his burgeoning career, White learned that competition winnings were only a small part of an athlete’s income. “You can win competitions, so there’s prize money there,” he explained. “Then, you would basically do endorsement deals. I quickly learned that I wouldn’t set myself up for the future by just winning competitions.” He emphasized the importance of securing sponsorships to maintain financial stability and build a sustainable career.
In addition to traditional sponsorships, White also earned money through “photo incentives” with his brand partners. He explained how these incentives worked: “If I was pictured in a magazine, you could clip your photo of that magazine, and you would mail it in. If I had a page in a magazine, that was worth like $500. If I had a small mention, that was worth $100, and a full cover was $1,000.” He noted that competition prizes accounted for only 15% of his total earnings, with the majority coming from sponsorship deals.
White’s success in securing endorsements extended beyond the sports industry. He landed significant deals with major brands, including a drink company and PlayStation. As he matured in his career, he became more proactive in negotiating his worth. “I started asking some of my sponsors to match my prize money, which helped things escalate,” he said.
With his earnings growing, White began to indulge in a more luxurious lifestyle. “I was buying Lamborghinis. I bought this new house. I had long hair, [and] I was really feeling myself,” he quipped. However, it wasn’t until his second Olympics in 2010 that he began to fully grasp the magnitude of his financial situation. “I was like, ‘OK, it’s time to figure it out,’” he said.
Despite the temptations of wealth, White remained committed to his integrity in the sport. He turned down several lucrative offers, choosing to prioritize his values over financial gain. After retiring in 2022, he transitioned into entrepreneurship, launching several businesses. Reflecting on his journey, White stated, “I think my dream was just to be comfortable and take care of my family. That was really the biggest goal I had in mind.”
Now, as he enjoys life post-retirement, White has been spending quality time with his girlfriend, actress Nina Dobrev. The couple has been busy checking off items on his post-retirement bucket list. “It’s been really fun having time together,” he shared, noting that their schedules were often hectic during his competitive years.
Shaun White’s story is a testament to the power of perseverance, smart financial planning, and the importance of maintaining one’s integrity in the face of success. As fans of the Olympic champion continue to follow his journey, they can appreciate not only his achievements on the slopes but also the wisdom he has gained throughout his remarkable career.
