Football stars Lionel Messi and Cristiano Ronaldo are the two most-followed people on social media. Leo and CR7 have over 1 billion dedicated followers between their Instagram accounts. It’s the power of fame- a power most cable networks would kill for and that brands are all too aware of. Because while LeBron is a world-class power forward, his $1.2 billion net worth has more to do with Nike than the NBA. Today, we look at the five biggest athlete endorsements in history and the brands behind them to answer the question, how exactly does your favorite star parlay their fame into fortune?
Michael Jordan and Nike – $1.5 billion (1984)
Who could forget the collaboration that gave us the iconic Air Jordans? In 1984, three brands approached an up-and-coming Michael Jordan to propose endorsement deals. Legend has it that the legendary basketball player was least impressed by Nike, who had to rework their proposal several times before he said yes. It’s a good thing he did because the deal Nike and Mike signed that day was and remains the most famous and most lucrative brand deal of all time, including outside of sports.
Out of it, we got the red, black, and white Air Jordans (and every iteration since), and Michael Jordan got what some estimate to be over $1.5 billion in lifetime benefits. In 2023, his cut of the profits totaled $330,000. The endorsement is why he is the first athlete to make it to Forbes’ 400 wealthiest people list.
Cristiano Ronaldo and Nike – $1 billion (2016)
If you’ve ever logged onto an online sportsbook like Betway to bet on football, you’re familiar with Cristiano Ronaldo. Who isn’t? This world megastar and legendary footballer has been called everything from “Mr. Champions League” to “the face of football.”
Outside the field, Ronaldo is Nike’s most famous face. In 2016, he signed a lifetime endorsement deal with the international shoemaker worth $1 billion. It is the third most valuable endorsement package in history, and it has seen him wear over 90 boots with the famous Nike swoosh on and off the pitch.
Lionel Messi and Adidas – $1 billion (2017)
You cannot talk about CR7 without mentioning his contemporary and fiercest rival, Leo Messi. Nicknamed “the GOAT” and “the Messiah,” Messi is a beast on the field and is widely touted as one of the best football players ever. In 2017, he signed a similar lifetime deal with Adidas worth an estimated $1 billion. Messi earns about $27 million annually from this deal, among other perks. The tradeoff is that he has to wear Adidas boots for the rest of his career, and the shoemaker gets exclusive rights to his image for marketing and advertising purposes.
LeBron James and Nike – $1 billion (2015)
Another legendary basketball star, LeBron James, is a bona fide billionaire thanks in small part to a similar deal with Nike. Widely considered one of the greatest basketball players of all time, the power forward signed a lifetime endorsement deal with the shoemaker in 2015. He is one of three athletes to receive such a package, the others being Jordan and Ronaldo.
Roger Federer and Uniqlo – $300 million (2018)
Tennis legend Roger Federer slipped right out of Nike’s grip and fell comfortably on his feet into a $300 million endorsement deal with Japanese designer Uniqlo. A long time Nike athlete, the 20-time Grand Slam winner complained that Nike was reluctant to support him toward the end of his career. He signed a 10-year deal with Uniqlo in 2018 at 37, surpassing his previous $150 contract with Nike.
Wrapping up
The athletes you know and love make millions throwing around the ball. But, most of them make the most money off the court. Brand deals and endorsements are the lifeblood of modern sports. They are, in fact, a major reason esports- sports’ vibrant, younger cousins have grown so popular. Sponsorship deals like the 6-figure deal between esports’ leading bookmaker Betway and Ninjas in Pyjamas expand athletes’ reach and access to great content. So, while these are the five biggest endorsements of all time, there’s no reason to believe there won’t be more.
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