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Winter Olympics bosses make decision on punishing Jutta Leerdam after athlete earned $1 million payday by ‘flashing underwear’
Winter Olympics officials have made a decision on whether to punish Jutta Leerdam after the athlete reportedly earned a $1 million payday after revealing her sports bra during her celebration.
The 27-year-old Dutch speed skater won a gold medal in the women’s 1,000-meter race at the 2026 Winter Olympics in Milan on February 9, setting a new Olympic record with a time of 1:12.31.
However, it wasn’t just the stopwatch that grabbed attention, as moments after crossing the line, Leerdam broke down in tears and unzipped her orange and blue racing suit, showing off a white Nike sports bra underneath as she skated around the rink.
The celebration was captured in images that quickly spread across social media, and it wasn’t long before questions were raised about whether the moment could land her in trouble.
IOC Makes Its Decision
Speculation swirled that the viral images, later shared by Nike with its 298 million Instagram followers, could result in a reported $1 million payday for Leerdam.
At the same time, some wondered whether the act breached Olympic sponsorship rules.
The International Olympic Committee has now ruled that Leerdam did not violate any regulations.
IOC marketing director Anne-Sophie Voumard dismissed concerns on Thursday, stating: "I understand that opening one's suit after a competition is normal for skaters. Especially since the suit is very tight. It's common practice and not a marketing ploy," per GB News.
With that, any suggestion of sanctions was firmly shut down.
A Viral Moment With Major Commercial Potential
While Leerdam avoided punishment, there’s little doubt that the viral celebration has given her a global profile.
Her Instagram following, sitting at 6.4 million, continues to soar, and a single post documenting her day after securing gold attracted 1 million likes.
Sports finance expert Professor Rob Wilson believes her commercial value could now skyrocket, potentially mirroring the trajectory of freestyle skier Eileen Gu, who is considered the Olympics' most lucrative athlete.
"Given her combination of podium success with the high social media engagement that she's clearly had, you're probably talking somewhere between £8m and £10m per year, particularly during those peak Olympic cycles," he told the Daily Mail.
He added that those figures are realistic if she expands her brand beyond sportswear into sectors such as beauty, wellness, and luxury products.
Together with her fiancé, influencer-turned-boxer Jake Paul, they could gain more exposure from brand opportunities.
Jake Paul’s Emotional Reaction
Paul made headlines after being pictured breaking down in tears in the stands as his partner crossed the finish line.
Sharing videos of the victory on Instagram, he wrote: “I’M SO PROUD OF YOU,” and “MY BABY JUST SET THE OLYMPIC WORLD RECORD.”
In another post, while picking up his fiancée in celebration, he added: “We just witnessed one of the most important sporting moments ever. The doc will tell. Words can’t describe how proud of you I am.”
Backlash And Criticism
Despite the golden moment, Leerdam’s Winter Games have not been without controversy.
Former Dutch footballer Johan Derksen was among her most vocal critics, taking aim at her decision to fly to Italy on a private jet rather than travel alongside her national teammates.
"Her behavior is horrible to me, like that of a diva," he declared to Dutch media ahead of the competition. "If I were her coach, I wouldn't tolerate that. Gradually, the whole of the Netherlands is starting to get a bit fed up with her behavior."
She also faced criticism for missing the Opening Ceremony and choosing to watch from her bed while her fellow Dutch athletes paraded through the stadium.