Financial boom from the Olympic Games, medal worth 13 million euros for Juta Lerdam

Juta Lerdam, one of the most viral athletes of the Winter Olympics, could turn her gold and silver medals at "Milano-Cortina d'Ampezzo 2026" into a whopping $13 million in income.

The Dutch figure skater, sponsored by SKIMS, Hema and Red Bull, has already earned $1 million just for exposing her sports bras immediately after her gold medal triumph.

According to the Daily Mail, sports marketing expert Rob Wilson predicts that her financial potential will increase significantly after the closing ceremony: "Considering her podium success combined with her high engagement on social media, we're talking about figures of $10.9 million to $13.6 million per year, especially during the most important Olympic cycles. Her market value is independent of Jake Paul. It's about what she represents and what she's capable of achieving," Wilson emphasized of Leerdam, who has over 6.3 million followers on Instagram and is engaged to the famous Jake Paul.

COMPARISON WITH STAR COUPLES -  Wilson compared the Jutta Leerdam – Jake Paul phenomenon to famous couples like Taylor Swift and Travis Kelce, the NFL star: “I think that exposure among audiences through such a high-profile relationship can significantly accelerate recognition in certain markets, as we saw with Taylor Swift and Travis Kelce a few summers ago”. He also compared this binomial to the legendary couple Victoria and David Beckham: “We have seen the Leerdam-Paul phenomenon recently with Kelce and Swift. Before that, you have to go back to Posh and the Becks (Victoria and David Beckham) to find a similar case on such a level”.

According to Wilson, brands are looking for precisely this potential for a mass audience: “She has authenticity, legitimacy through athletic performance and a natural fit with the audience. All three of these elements together are quite rare for a single athlete.” Meanwhile, Leerdam has built a strong following on social media thanks to her constant narrative about training, competitions and lifestyle. “This personal narrative is very powerful, because it is built over time. It is not created overnight, it is earned,” the expert concludes.

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