Jutta Leerdam has been one of the most talked-about athletes at this year’s Winter Olympics. The Dutch speed skating star has won two medals, one gold and one silver, at the games in Italy, but she’s not leaving with just those. Leerdam could be landing a whopping $1 million bonus – just because she showed her underwear after winning the gold medal.
Leerdam broke the Olympic record when she crossed the finish line during the Winter Olympic Games in Milan, Italy. However, what happened next captured global attention. In an emotional celebration, she unzipped her racing suit and briefly showed her Nike sports bra.
That moment was widely shared on social media and seen by millions worldwide. Now, experts claim that a single split-second moment could be worth more than $1 million in marketing deals — especially with her main sponsor.
Advertising specialist Frederique de Laat, who runs a marketing agency for female athletes, told Dutch news outlet AD.
“With Nike, I suspect you’re looking at a figure of over a million,” de Laat said.
Jutta Leerdam
Leerdam is already one of the most-followed winter athletes on social media, with millions of fans watching her life unfold online. That means every sponsored post after this moment could also be worth a lot of money.
Marketing experts estimate she could generate significant revenue from Instagram posts promoting Nike. Moreover, the Netherlands reportedly awards $35,000 to athletes who win gold medals.
Even brands outside of sports jumped in. Dutch retailer Hema used her victory moment in a playful post, joking about the tears she shed during the celebration.
“Water-resistant, even with tears of joy,” the brand wrote on social media.
Olympic success
However, everyone reacted positively online. Some people joked about her earnings or questioned the moment. Still, many others celebrated her achievements on the speed skating track.
Leerdam didn’t just win gold in the 1,000 m. She also went on to claim silver in the 500 m event later in the Games, proving her talent across two sprint distances.
Whatever happens next with brand deals or earnings, it’s safe to say that Jutta Leerdam’s Olympic success – and celebration – is a part of Winter Olympics history.
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