Dutch speed skating star Jutta Leerdam is not only celebrating Olympic success on the ice but is also reportedly cashing in off it — with experts claiming her emotional moments at the Winter Olympics could earn her up to $1 million (£730,000) in sponsorship income.
Leerdam, 27, who is engaged to YouTuber-turned-boxer Jake Paul, enjoyed a standout Games, winning gold in the 1,000m speed skating and later adding a silver medal to her tally.
Her gold-medal performance last Monday was particularly memorable, not only because she set an Olympic record, but also because of what happened moments after she crossed the line.
As emotions poured out, Leerdam unzipped her racing suit to reveal a white sports bra bearing the logo of Nike.
The raw, tearful image of the newly crowned Olympic champion was instantly picked up by newspapers and websites around the world and quickly reshared across social media — including Nike’s Instagram account, which boasts close to 300 million followers.
According to branding expert Fredereique de Laat, founder of Branthlete, the exposure could be hugely lucrative for Leerdam.
Speaking to Dutch newspaper AD, de Laat suggested that her deal with Nike alone could be worth more than $1 million, given the global reach and emotional impact of the moment.
Meindert Schut, editor-in-chief of Dutch business magazine Quote, told NOS that Leerdam’s enormous online following — more than 6.2 million followers — further boosts her commercial value.
Based on typical influencer marketing rates, Schut estimated that Leerdam could earn around €62,000 (£54,000) per sponsored Instagram post featuring Nike.
Her marketability did not end there. Shortly after her gold medal, Dutch retailer HEMA also capitalised on Leerdam’s emotional tears.
After her makeup visibly ran during post-race celebrations, the brand shared a playful message promoting eyeliner, writing: “Water-resistant — even with tears of joy.”
Leerdam’s Olympic success is made even more remarkable by the obstacles she faced in the build-up to the Games. In late December, she crashed out during qualification for her signature 1,000m event, leaving her Olympic participation in doubt.
Ultimately, she relied on selection by the Dutch Olympic Committee — a decision she repaid in emphatic style by storming to gold.
Watching from the stands, Jake Paul was visibly emotional as his fiancée secured victory. Later, he said: “Man, words can’t even describe it.
It’s the greatest feeling I’ve ever witnessed. The amount of hard work that goes into this — 99.9 per cent of people will never understand. And she pulled it off under the most pressure imaginable.”
Paul later shared celebratory footage of the couple together after Leerdam claimed her second medal of the Games, captioning the clip: “Time to celebrate,” as he kissed his fiancée.
However, Leerdam’s time at the Olympics was not without controversy. Earlier in the Games, she was labelled a “diva” and a “prima donna” after travelling to the Milan-Cortina Winter Olympics on a private jet — a journey she documented on Instagram.
The flight featured custom decorations, personalised cupcakes, and a jet screen displaying her image against a bright orange background. Paul commented on the post: “Time to shine.”
Upon arrival, Leerdam reportedly took a private car to the athletes’ village and posed for selfies in front of the Olympic rings before beginning training — behaviour that drew criticism back home.
Former Dutch footballer and outspoken analyst Johan Derksen was particularly blunt. “She’s already living like a millionaire, with private jets and everything,” he said.
“Her behaviour is horrible to me, like that of a diva. If I were her coach, I wouldn’t tolerate it. Gradually, the whole of the Netherlands is starting to get fed up.”
Despite the criticism, Leerdam’s performances — and the commercial momentum surrounding them — suggest her Olympic tears may prove just as valuable as her medals.