Bold claim: Jutta Leerdam could become one of the decade’s most lucrative Winter Olympians, not just a champion on the ice but a financial powerhouse off it. And this is where the conversation gets really interesting...
Winter Olympics star Jutta Leerdam is on track to command a remarkably large prize pool, with projections suggesting an eight-figure annual earning potential following her standout performances at the Milano-Cortina Games. She’s the Netherlands’ speed skating sensation and fiancée of YouTuber-turned-boxer Jake Paul, a pairing that has amplified media attention around her as she dominated in Italy, including a record-breaking gold in the 1,000m. Her on-ice success is matched by her growing off-ice brand presence, turning her into a magnet for sponsorships beyond the traditional sportswear deals.
Early figures point to Leerdam earning about $1 million (£730,000) for the notable moment when she briefly revealed her Nike sports bra after her victory. That figure is just the tip of the iceberg, as her portfolio includes brands like SKIMS, Hema, and Red Bull. Yet industry observers, led by Professor Rob Wilson, argue that her earning power will continue to rise even after the Closing Ceremony, potentially rivaling the sport’s most bankable stars.
According to Wilson, Leerdam’s combination of podium success and high social-media engagement could place her annual earnings in the range of £8 million to £10 million (roughly $10.9 million to $13.6 million), especially during peak Olympic cycles. He suggests she could broaden beyond sportswear into beauty, wellness, or luxury goods to maximize opportunities.
Leerdam amasses a sizable following—over 6.3 million on Instagram—and her post celebrating the gold earned significant attention, with engagement numbers illustrating the power of her narrative. While her relationship with Paul has broadened her reach, Wilson notes that her value proposition stands independently of that partnership. The cross-audience exposure from their high-profile connection can accelerate brand awareness in select markets, akin to the effect seen with Taylor Swift and Travis Kelce.
Brands are seeking the kind of massive audience upside that Leerdam can offer, combined with authenticity and proven performance. Wilson emphasizes that her brand story feels earned rather than manufactured, a result of consistent storytelling through training, competition, and lifestyle. Nike’s interest underscores the confidence major brands have in her long-term earning potential.
While winter athletes may not command the same level of financial firepower as some summer athletes, Leerdam’s trajectory suggests Nike and others see a bright, longer-term horizon for her. If she continues to diversify—potentially into beauty, wellness, or luxury sectors—she could become a flagship cross-market athlete.
Together, Leerdam and Paul form a compelling marketing partnership. Paul’s own business acumen—evident in his recent multimillion-pound prize pot for a boxing match—positions him to amplify Leerdam’s story through documentaries and joint media ventures. This duo could ride the momentum of a high-profile relationship to expand into boxing-adjacent markets, broadcast deals, and cross-promotional projects.
As Wilson notes, these kinds of star-making moments often crystallize at major events, and Leerdam appears to have captured something special for the Winter Games. Speed skating may be the vehicle through which a new winter-sports icon emerges, mirroring how certain summer superstars come to define a games cycle. Whether Leerdam becomes the continuous face of winter sport remains to be seen, but her rise signals a notable shift in how winter athletes build and monetize fame.
Would you be comfortable having Leerdam’s brand expansion steer more into wellness and luxury, or do you think her strongest path lies in core performance gear and athletic performance storytelling?
