Michael Jordan – Nike ($1.3 billion)
Nike first collaborated with Michael Jordan in 1984, when the basketball player was still very much unproved. The gamble paid off, and the collaboration resulted in Nike’s Air Jordan, arguably the most iconic sneaker design of all time. A long-running partnership was born, which has greatly benefited both parties, with Jordan earning an estimated $1.3 billion.
Lionel Messi – Adidas ($1 billion)
Considered by many to be the greatest soccer player of all time, Lionel Messi has been sponsored by Adidas for most of his career. In 2017, Messi put pen to paper on a $1 billion lifetime deal that will see him remain an ambassador of the brand long after his retirement from the sport.
Tiger Woods – Nike ($175 million)
Before his fall from grace, Tiger Woods benefited from some of the most valuable sponsorship deals in the history of sport. While most of his sponsors dropped him in the wake of his sex scandal, Nike have stuck by the golf star through thick and thin, and Woods has made an estimated $175 million from his long-running deal with the company.
George Clooney – Nespresso ($40 million)
When you think of celebrity brand endorsements, there’s a good chance the first example that comes to mind is George Clooney’s partnership with Nespresso. The actor has been the celebrity ambassador of the brand for decades, during which time he’s earned a reported $40 million.
Conor McGregor – Burger King ($500 million)
Conor McGregor is known to be a shrewd businessman, racking up a string of extremely profitable endorsements throughout his career. In 2018, the UFC fighter partnered with Burger King, appearing in a number of commercials for the fast food chain and making a reported $500 million in the process.
Jay-Z – Samsung ($20 million)
Jay-Z was the first certified billionaire in hip hop, a title that he partly owes to his lucrative endorsement deals. In 2013, the rapper signed a deal worth $20 million with South Korean technology company Samsung, appearing in a string of commercials and giving Samsung mobile users early access to one of his albums.
David Beckham – Adidas ($160 million)
As one of soccer’s biggest stars, David Beckham has signed a number of lucrative endorsement deals across his career. By far the most valuable is the lifetime deal that Beckham signed with Adidas, which has made him around $160 million richer.
50 Cent – Vitamin Water ($100 million)
50 Cent was actually one of the co-owners of Glaceau, the company that founded Vitamin Water. When Coca-Cola purchased Glaceau in 2007, the rapper signed an endorsement deal with the company, which – while the full amount has never been disclosed – is rumored to be worth about $100 million.
LeBron James – Nike ($1 billion)
LeBron James is one of the highest paid athletes in history, largely thanks to his wildly lucrative endorsement deals. Topping the list in terms of value is the NBA All-Star’s lifetime deal with Nike, which is reportedly worth at least $1 billion. James’ signature shoes are some of Nike’s top sellers, which explains why the company is willing to pay so much for the privilege of working with the athlete.
Beyonce – Pepsi ($50 million)
Pepsi is known for collaborating with celebs, and the brand has previously teamed up with the likes of Kendall Jenner and Cindy Crawford. The brand’s biggest star, however, is Beyoncé, who signed a multi-year deal with the soft drinks company in 2022, earning herself a tidy payday of $50 million.
Rory McIlroy – Nike ($250 million)
When Rory McIlroy signed a deal with Nike in 2013, the golfer claimed he’d chosen to work with the brand because it’s “young… athletic… and innovative.” It probably also helped that Nike paid McIlroy $250 million for signing the deal, making it the most lucrative endorsement scored by a British athlete.
DJ Tiesto – 7UP ($30 million)
DJ Tiesto partnered with 7UP in 2014, with the soft drinks company paying the musician $30 million in exchange for the right to promote their products at his shows. As part of the deal, 7UP also hosted a party at the EDC Las Vegas music festival, with Tiesto headlining.
Charlize Theron – Dior ($50 million)
As a bona fide Hollywood bombshell, it’s not surprising that Charlize Theron has had luxury fashion houses lining up to work with her. The brand the actress finally teamed up with is Dior, who have reportedly paid around $50 million for the privilege of Theron’s endorsement.
Taylor Swift – Coca-Cola ($30 million)
While Taylor Swift might have famously beaten Beyoncé at the 2009 VMAs, Queen Bee is still ahead when it comes to endorsement deals from soft drinks companies. Swift’s deal with Coca-Cola is worth around $30 million, which is still very impressive, but not quite as illustrious as Beyonce’s $50 million Pepsi deal.
George Foreman – Foreman Grills ($200 million)
George Foreman’s endorsement of Foreman Grills (the company was called Salton Electric Grills before the former boxer got on board) is one of the most lucrative deals ever made by a celeb. It’s been estimated that Foreman has earned around $200 million, just by licensing his name and face.
Brad Pitt – Chanel ($7 million)
Becoming the face of a fragrance is something of a tradition for Hollywood stars, and in 2012 Brad Pitt had the honor of lending his visage to the iconic Chanel No. 5. As well as bragging rights, Pitt also earned himself a payday of around $7 million.
Justin Timberlake – McDonald’s ($9 million)
In 2003, Justin Timberlake made the easiest $9 million of his career by singing the McDonald’s jingle. The pop-star came to regret having endorsed a company that many have implicated in the childhood obesity epidemic, however, confessing that he wished he’d never accepted the deal in a 2007 interview with GQ magazine.
Robert Pattinson – Dior ($12 million)
According to scientists, Robert Pattinson might just have the most perfectly proportioned face in the history of mankind, a fact which apparently wasn’t lost on Dior. In 2012, the actor was paid $12 million to become the face of the luxury fashion brand, signing a three-year deal that has been extended multiple times.
Justin Bieber – OPI ($12 million)
In 2010, nail varnish brand OPI made a shrewd endorsement deal when it paid a then 16-year-old Justin Bieber $12 million to be the face of its new One Less Lonely Girl collection. The partnership allowed OPI to reach Bieber’s fan-base – which mostly consisted of teen girls – giving it a significant boost in sales.
Dwyane Wade – Li Ning ($78 million)
In 2012, NBA All-Star Dwyane Wade signed one of the most lucrative deals of all time, with a company you’ve likely never heard of. Li Ning is a Chinese shoe brand, and they have given Wade an estimated $78 million – as well as equity in the company – in exchange for his lifetime endorsement.
Selena Gomez – Coach ($12 million)
In 2016, Selena Gomez was the most followed person on Instagram, making her an obvious target for endorsements. One of the most lucrative deals Gomez made was a collaboration with luxury fashion brand Coach, who paid the pop-star $12 million to promote their wares to her legions of followers.
Ashton Kutcher – Lenovo ($12.9 million)
While Ashton Kutcher’s $12.9 million deal with Chinese computer manufacturer Lenovo might seem like an odd fit, it’s not the only time the actor has partnered with a technology company. Kutcher has also been endorsed by camera-maker Nikon for years, in a deal reportedly worth millions.
Catherine Zeta-Jones – T-Mobile ($13 million)
Catherine Zeta-Jones played a major role in T-Mobile’s marketing campaigns when the telecoms giant first launched in the United States, appearing in virtually all of their commercials. Unsurprisingly, they paid handsomely for the actress’s services, with Zeta-Jones netting around $13 million from the deal.
Derrick Rose – Adidas ($185 million)
Shortly after signing a $185 million deal with Adidas in 2011, New York Knicks’ point-guard Derrick Rose tore his ACL, marking the start of a series of unfortunate injuries that would derail his career. Although Rose has spent as much time on the sidelines as on the court, Adidas have continued to use the athlete in their marketing campaigns.
Snoop Dogg – Corona ($10 million)
In recent years, Snoop Dogg has become known for lending his lyrical skills to a large number of commercials. In 2020, the rapper signed an ongoing deal worth $10 million with beer-maker Corona, with Snoop appearing in a number of commercials and skits to promote the brand.
Michael Jackson – Pepsi ($5 million)
In 1983, Michael Jackson paved the way for future collaborations between soft drinks companies and musicians, when he signed a $5 million endorsement deal with Pepsi. While that might seem like a low fee for the King of Pop, in today’s money the deal would be worth around three times that much.
Serena Williams – Nike ($89 million)
As the most successful female tennis player in the history of the sport, it’s no surprise that Serena Williams’ endorsement comes with a hefty price tag. Williams has been collaborating with sportswear brand Nike since 2003, with multiple deals earning the tennis star at least $89 million.
Travis Scott – McDonald’s ($20 million)
In 2020, Travis Scott signed an endorsement deal with McDonald’s that saw a meal named after him. The rapper was paid $5 million upfront, making another $15 million over the next few years from co-branded merchandise and a cut of Travis Scott Meal sales.
Julia Roberts – Lancôme ($50 million)
In 2010, Julia Roberts landed one of the most lucrative endorsement deals in history. The actress agreed to become the face of cosmetics brand Lancôme in a deal worth $50 million, which would be more than $60 million in today’s money. The deal has also been extended multiple times, so it’s safe to say that Roberts has profited greatly.
Nicole Kidman – Chanel ($11.4 million)
In 2003, actress and all-round superstar Nicole Kidman pocketed $11.4 million in exchange for becoming the face of Chanel’s signature No. 5 fragrance. Karl Lagerfeld – creative head of Chanel at the time – described Kidman as “the best of the best.”
Usain Bolt – Puma ($83 million)
Usain Bolt is the rare example of an Olympic athlete who managed to become a bona fide superstar, and he has the endorsement deals to match. Bolt’s most valuable brand partnership is with Puma, with the shoe-maker paying the athlete at least $83 million since the deal was signed in 2003.
Maria Sharapova – Nike ($95 million)
While she has yet to match Serena Williams’ record on the court, Maria Sharapova is widely seen as the brightest talent in women’s tennis. In 2010, Sharapova landed the most lucrative endorsement deal ever given to a female athlete, earning an astounding $95 million (when adjusted for inflation).
Cristiano Ronaldo – Nike ($1 billion)
Cristiano Ronaldo signed a lifetime deal with Nike in 2016, the value of which is estimated to be over $1 billion. The soccer star has been sponsored by Nike for the majority of his professional career, but his most recent deal is easily his most lucrative.
Jennifer Aniston – Emirates Airlines ($6 million)
Jennifer Aniston is one of the most recognizable stars in Hollywood, and she’s got a long list of endorsement deals. One of the most prestigious is a $6 million deal with Emirates Airlines. While not quite as lucrative as some of the other deals on this list, Aniston presumably gets her choice of seat on any Emirates flight.
Johnny Depp – Dior (£20 million)
In May 2023, Johnny Depp signed a $20 million deal with Dior to remain the face of its Sauvage line of men’s fragrances. The deal – which came in the wake of Depp’s highly publicized trial – continued the actor’s partnership with the brand, although it significantly upped the actor’s fees.
Britney Spears – Pepsi ($10 million)
In the early 2000s, Britney Spears’ fame opened the door for a number of massive endorsement deals. The most lucrative was with Pepsi, with Spears earning a reported $10 million in exchange for appearing in a string of commercials for the brand’s ‘Joy of Pepsi’ campaign.
Roger Federer – Uniqlo ($300 million)
Tennis legend Roger Federer is famously sponsored by Rolex, but his deal with Japanese clothing brand Uniqlo is actually far more valuable, if somewhat less prestigious. Signed in 2018, the deal is rumored to have lined Federer’s pockets with somewhere in the region of $300 million.
Stephen Curry – Under Armour ($215 million)
A relative newcomer to the sporting goods industry, Under Armour has cemented its reputation via some massive endorsement deals with major sports stars. In 2013, NBA All-Star Stephen Curry signed a ten-year deal worth $215 million with the brand, designing a pair of signature shoes and appearing in a string of commercials.
Angelina Jolie – St. John ($12 million)
In 2006 – with sales numbers on the decline – clothing brand St. John enlisted the help of Angelina Jolie. The endorsement deal was worth an estimated $12 million, with the Hollywood starlet appearing in a string of commercials. The plan worked, and St. John remains a profitable company to this day.
Michelle Wie – Nike ($5 million)
Michelle Wie made history in 1999 when – at the age of ten – she became the youngest player to qualify for the USGA Amateur golf tournament. Lucrative endorsement deals soon came rolling in, including an offer of $5 million to partner with Nike.
