Shaun White Remembers His Groundbreaking $1 Million Sponsorship at Age 14

At just 14 years old, Shaun White found himself navigating the world of professional sports with a staggering $1 million sponsorship deal. “I was so baffled by it,” White, now 38, shared during a recent episode of the SoFi “Richer Lives” podcast. “I had signed my first deal that was north of $1 million. I was like, ‘OK, so that’s good.’” The young athlete had heard such figures in movies but never imagined they would apply to him.

Despite the monumental achievement, White recalled his reaction as surprisingly nonchalant. “I remember being like, ‘OK, that’s great. So, off to the skate park then,’” he said, reflecting on his priorities as a teenager.

White’s journey into professional skateboarding began in his youth, but he later gained fame in snowboarding as well. He explained the financial landscape of his early career: “You can win competitions, so there’s prize money there. Then, you would basically do endorsement deals.” He quickly realized that relying solely on competition winnings wouldn’t secure his future. “You needed to have sponsorships to pay the bills and to set yourself up for the future,” he noted.

In addition to endorsements, White capitalized on “photo incentives” from brand partners. “Say I have, like, three sponsors; each one of those sponsors would have a certain rate for the photo incentive,” he elaborated. A magazine feature could earn him anywhere from $100 for a small mention to $1,000 for a full cover.

Interestingly, competition prizes accounted for only “15 percent” of his total earnings, with the bulk coming from sponsorship deals. “Most of the money I made was endorsement deals within the industry and there were things outside of that industry, as well,” he explained. He even negotiated with sponsors to match his prize money when traveling for competitions.

As his earnings grew, so did his taste for luxury. “I was buying Lamborghinis. I bought this new house. I had long hair, [and] I was really feeling myself,” he quipped. It wasn’t until his second Olympics in 2010 that he began to grasp the magnitude of his financial situation. “I was like, ‘OK, it’s time to figure it out,’” he admitted.

White, who turned down several seven-figure offers to maintain his integrity in the sport, retired in 2022 and has since launched multiple businesses. “I think my dream was just to be comfortable and take care of my family,” he emphasized during the podcast.