Gold medal → Exposing underwear '19.6 billion won a year' and the auction price of the actual uniform is... Prospects to be donated [Milan Olympics]

*This content was translated by AI.

The uniform of Utah Leirdam (27), a Dutch ice star who wowed the world with an unconventional ceremony at the 2026 Milan-Cortina d'Ampezzo Winter Olympics, has been put on the auction market. It is the same uniform that exposed the sports bra by zipping it down immediately after the gold medal was confirmed.

Canadian media 'Toronto Sun' said on the 22nd (Korea time), "The Dutch national team's uniform worn by Leyrdam when she won the women's 1,000m gold medal and 500m silver medal at the Olympics is currently being auctioned. The bidding price for the uniform has already exceeded 6,000 dollars (about 8.6 million won)," the report said.

Leirdam won her first gold medal in the 1,000m event, setting an Olympic record. Shortly after the gold medal was confirmed, Leyrdam showed a ceremony to unzip his uniform and expose the Nike sports bra he was wearing inside, and the scene spread through social networking services (SNS) and made huge profits.

According to the British media Daily Mail, advertising experts analyzed that Leyrdam would have earned about $1 million (about 1.4 billion won) in bonus revenue from Nike with just one exposure.

In terms of sports business, Leyrdam's value is astronomical. Sports finance expert Rob Wilson predicted that Leyrdam's annual value would range from at least 10.9 million dollars to up to 13.6 million dollars. Some predict that it will make more than 13 million U.S. dollars this year alone.

The orange uniform currently on display at the Statsroterrey team NL house in Milan contains Leyrdam's handwritten signature.

The auction is also meaningful to promising players. According to the Toronto Sun, the proceeds will be donated to the local club where Leyrdam first started skating. Leyrdam's uniforms are overwhelmingly more popular than those of fellow medalists Femke Kok, Antonette Leifma de Jong, and Meryl Cornyn (the Netherlands). In particular, it has nearly twice the bid price of gold medalist Kok.

Leirdam, also known as the fiancé of YouTuber-turned-boxer Jake Paul, has been reborn as one of the most valuable female stars in sports history through the Olympics. Advertising experts compare the couple to the Beckhams and Taylor Swift and Travis Kelsey in the past. Paul also produced a documentary about Leyrdam's journey to the Olympics and supported publicity.

Leyrdam currently has contracts with large sponsors such as Red Bull as well as Nike. In particular, a Dutch brand drew great attention by introducing an advertisement for waterproof products by utilizing the mascara smudged on the tears Leyrdam shed after winning the gold medal. Leirdam, who was criticized in the country in the past for using private jets, proved himself to be an ice superstar by quelling all controversies with his overwhelming skills and marketing power.

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*This content was translated by AI.