Few athletes in Norway—or in winter sports history—have stirred as much awe and controversy as Petter Northug. A two-time Olympic champion and multiple-time world champion in cross-country skiing, Northug remains one of the most recognizable names in the sport. As of 2025, his estimated net worth stands between $5 million and $7 million, built through championship success, endorsements, business ventures, and an evolving media career.

At the peak of his skiing career, Northug dominated the FIS World Cup circuit and claimed 13 World Championship medals, including 8 golds, and two Olympic golds from the 2010 Vancouver Winter Games. His fierce competitiveness, signature sprint finishes, and larger-than-life persona made him both a hero and a headline-maker in Nordic countries.

Northug earned significant prize money during his active years, with World Cup victories and podiums bringing in hundreds of thousands of dollars annually. But his real financial gains came from endorsement deals. At his prime, he had major sponsorships with brands like Red Bull, Adidas, Audi, and Swix, each contributing generously to his income.

Even after his retirement in 2018, Northug remained a household name in Norway. He launched Northug Eyewear, a premium sports eyewear brand that has found commercial success across Scandinavia. With its sleek designs and focus on elite performance, the brand aligns perfectly with Northug’s legacy and competitive image.

However, his career hasn’t been without setbacks. In 2020, Northug faced legal troubles involving speeding and possession of narcotics, resulting in public scrutiny and a short-term loss of endorsements. Yet, in a remarkable display of resilience, he restructured his public image, apologized publicly, and pivoted into media and sports commentary. His brutally honest commentary style and candid presence on Norwegian television have turned him into a successful broadcaster and public figure.

In addition, he’s a popular figure on social media and regularly collaborates with sponsors and fitness brands, ensuring a consistent income stream. He also earns from motivational speaking engagements and skiing clinics across Europe, proving that his star power is far from fading.

With smart brand moves, business acumen, and an unapologetically bold personality, Petter Northug has converted a turbulent career into lasting wealth and influence—remaining not just a skiing legend, but a uniquely bankable brand.