Jutta Leerdam’s victory in the Olympic 1,000 meter event has drawn widespread attention and is credited with increasing the popularity of speed skating among younger audiences.
NOS Schaatsen, Netherlands
Approximately 4.6 million viewers in the Netherlands watched Jutta Leerdam win gold in the 1,000 meter speed skating event at the recent Olympics. The media around the world has praised her achievement, highlighting not only her athletic performance but also her strong personal brand. With millions of followers on Instagram and TikTok, Leerdam reaches a broad audience, which has a noticeable impact on the sport’s visibility. Jeroen Kraaij, commercial director of the Dutch skating federation KNSB, remarked that her win made international headlines, including coverage on CNN, and noted the significant influence this has on media engagement.
Former speed skating champion Marianne Timmer expressed enthusiasm for Leerdam’s role in raising the sport’s international profile. Timmer highlighted that Leerdam attracts new audiences and encourages young people to follow speed skating. While some critics question Leerdam’s choice to communicate directly with her 5.5 million Instagram followers, bypassing traditional media, and to share aspects of her lifestyle—including her relationship with American influencer Jake Paul—Timmer explained that this approach is less accepted in Dutch culture but is embraced in countries like Germany.
Leerdam’s individuality and entrepreneurship distinguish her within the sport. Timmer related that she herself experienced criticism during her career for wearing makeup during competitions and observed that Leerdam goes further in expressing herself through fashion and beauty. Despite critiques suggesting she should focus solely on her sport, Leerdam maintains her own direction and responds well to pressure, says Timmer. This confidence in managing public perception is not common among athletes, and Leerdam seems to harness this energy effectively.
The KNSB recognizes that Leerdam’s social media presence attracts a younger demographic to speed skating, as reflected in the viewership data. On the evening of her victory, 16 percent of the 4.6 million viewers were under 35 years old, a notable increase from the usual 6 percent for that time and day. The impact is also felt locally; at the Vechtsebanen ice rink in Utrecht, teenagers who had not been traditional speed skating fans tuned in because of Leerdam’s online presence. Students like Julie, Maud, and Maureen commented that they were drawn to the sport through her social media activity and admired her for blending her athletic career with her personal style and lifestyle.
There is growing acceptance of athletes adopting entrepreneurial roles and building their own brands. Leerdam previously studied at the Johan Cruyff Academy in Groningen, where students combine elite sports with higher education in sports marketing. Bert Volders, a lecturer there, recalled recognizing Leerdam’s potential early on due to her entrepreneurial mindset. The curriculum also addresses the challenges of social media, such as handling criticism and hate. Skater Remo Slootergraaf, a current student, acknowledged the benefits but also the difficulties posed by social media, contrasting it with a time when athletes were less exposed to such direct public scrutiny.
