"14.4 Billion-Won Ceremony"...Gold Medalist's Sports Bra Reveal Called a Jackpot

Celebration After Winning 1,000m Speed Skating
Advertising Impact for Nike Product... "Will Enjoy SNS Promotion"

Leerdam Jutta of the Netherlands is shedding tears after winning the women's 1000m speed skating at the 2026 Milan-Cortina d'Ampezzo Winter Olympics, held on the 9th (local time) at the Milan Speed Skating Stadium in Milan, Italy. Yonhap

The gold medal ceremony of Dutch national team member Jutta Leerdam, who has become a hot topic at the 2026 Milano-Cortina d'Ampezzo Winter Olympics, has been estimated to be worth 1 million dollars (about 1.44 billion won).

On the 17th, British newspaper The Sun ran an article under the headline, "Leerdam's celebration of unzipping her top to reveal her sports bra after winning the gold medal is worth 1 million dollars."

On the 10th in Milan, Italy, Leerdam won the women's 1,000m speed skating event with a new Olympic record of 1 minute 12.31 seconds, giving the Netherlands its first gold medal of the Games. Once her victory was confirmed, Leerdam unzipped the top of her racing suit, exposing the white sports bra she was wearing underneath.

Leerdam, who is also well known for being engaged to famous boxer Jake Paul, was wearing a sports bra made by global sports brand Nike.

The Sun reported, "According to marketing experts, this photo is believed to have generated enormous promotional impact through Nike's social media accounts, which have 298 million followers," adding that "it would merit a seven-figure bonus (over 1 million dollars)."