There was an article one month ago in a swedish business newspaper about Jon life and his finances.
http://di.se/Default.aspx?pid=2396__ArticlePageProvider (in swedish)
English sum up:
He says that he early on discovered the power in marketing yourself on the internet and how he through his blogs get to know what interests people.
He speaks about how he is very concerned about how he markets himself and that he chooses sponsors carefully. He says he's chosen partners that are on the more prestigous and exclusive side. He believes he has been succesful in creating an interest in his person even among those who are not especcially interested in skiing. He says that everytime he writes something on his blog he carefully thinks it through before posting it so it will be interpreted right and that he builds up the right profile. It's hard work he says.
He says that his compensation from his sponsors/partners is generally higher than the rest in the business but that he has an advantage because he does ski racing aswell.
The really intresting part: He says he has been trying to reach a personal turnover at about 10 million SEK per year (about 1.3m dollars) but isn't really there yet, probably because of the finacial crisis. But he belives that he can make it there in 3-4 years if he works hard.
He get's the question: How important is the money? He answers that when he's in his boots it's always the athletical achievement that he cares about, not the money.
They also speak about YNIQ, he says he is the main owner and that he has invested over 1million SEK himself (about 150' dollars).
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My sum up doesn't really give justice to the article (he doesn't seem as cynical in the article), use google translate or something..
Anyway he's obviously a great business man. Almost everyone in Sweden in my generation knows who he is.
And yes I also believe he bought the lambo because of Gumball 3000. Crazy car in a crazy contest!