Carli Lloyd and Secret Deodorant – $1-2 million
Soccer icon Carli Lloyd scored an endorsement deal with Secret Deodorant, emphasizing women’s empowerment both on and off the field. While specific financial details weren’t disclosed, it’s estimated that Lloyd’s multi-year endorsement deal with Secret Deodorant was worth around $1-2 million annually.
Michael Phelps and Colgate – $2-3 million
In 2020, Olympic swimming legend Michael Phelps dove into a partnership with Colgate, not just to promote oral health but also to champion water conservation. The financial details of this endorsement deal weren’t officially disclosed, but it was reported that Phelps earned approximately $2-3 million annually as a brand ambassador for Colgate, for which he advocated for water-conscious behaviors.
Allyson Felix and Athleta – $4 million
In 2020, sprinter Allyson Felix forged a significant partnership with Athleta, serving as both an endorser and advocate for women in sports. This impactful collaboration was estimated to be valued at approximately $4 million. Felix’s association with Athleta symbolized her commitment to advancing women’s participation and representation in the realm of athletics and beyond.
Shohei Ohtani and New Balance – $5 million
Shohei Ohtani has seen his brand value soar in the last few years. In January 2023, Ohtani inked a fresh, long-term agreement with the sports apparel and footwear giant New Balance. This partnership secures Ohtani’s association with the brand for the foreseeable future, with the deal offering him a substantial minimum of $5 million.
Conor McGregor and Reebok – $5 million
In 2018, following his six-fight comeback agreement with UFC, McGregor extended his partnership with the American fitness and sportswear giant, Reebok. The collaboration began in 2015, and the renewal in 2018 solidified McGregor’s position as a Reebok-endorsed athlete. His annual earnings from this deal are estimated to reach an impressive sum of approximately $5 million.
Jordan Spieth and Titleist – $5 million
Jordan Spieth, a three-time major champion and the 2015 FedEx Cup victor, enjoys a prominent position in the golfing world, and his endorsements echo that. Titleist, the premier golf equipment and ball manufacturer, boasts the highest golf sponsorship activity with an impressive 35 global sponsorship agreements. Spieth holds the company’s most substantial current deal, valued at approximately $5 million.
Peyton Manning and Nationwide Insurance – Multi-million dollar deal
Peyton Manning, the iconic NFL quarterback, sustained his longstanding partnership with Nationwide Insurance through a multi-year, multimillion-dollar endorsement deal. The specifics of the financial terms of this lucrative arrangement have not been publicly disclosed. However, Manning’s continued presence in Nationwide’s commercials, and his singing of the jingle, underscores the enduring value of his endorsement.
Simone Biles and Athleta – $5 million
In 2021, Olympic gymnast Simone Biles secured a prominent endorsement deal with Athleta, a brand known for its commitment to women’s empowerment in sports. This lucrative partnership was estimated to be valued at approximately $5 million. Biles’ association with Athleta not only celebrated her athletic prowess but also showcased her dedication to advancing the cause of women in the world of sports.
Lewis Hamilton and Tommy Hilfiger – $5.2 million
In 2018, Mercedes-Benz welcomed Tommy Hilfiger into its fold as the Official Apparel partner for their Formula One team. This multi-year partnership involves Lewis Hamilton, and he receives a substantial $5.2 million for featuring the brand’s logo on his jersey. Furthermore, Hamilton assumed the role of the brand ambassador for its Menswear line and collaborated to launch the TOMMYXLEWIS Collection, which debuted in Fall 2019.
Rafael Nadal and Nike – $10 million
Rafael Nadal keeps the specifics of his contract with Nike under wraps, citing it as a private matter. Nevertheless, credible sources suggest that Nadal reaps approximately $10 million annually through a multi-year arrangement. Nike holds exclusive rights to the trademarked Raging Bull symbol featured on Nadal’s custom-made apparel and a wide array of clothing and merchandise.
Megan Rapinoe and Victoria’s Secret – Brand ambassador
In 2021, soccer star Megan Rapinoe aligned herself with Victoria’s Secret, assuming the role of a brand ambassador. This move was a significant step in Victoria’s Secret’s ongoing dedication to promoting inclusivity and women’s empowerment. Although the partnership underscored Rapinoe’s influence in advocating for social causes, the precise financial particulars of the agreement remain undisclosed.
Tom Brady and Aston Martin – $10 million
Tom Brady, NFL legend, signed a $10 million partnership deal with luxury carmaker Aston Martin in 2017. As an Aston Martin brand ambassador, Brady collaborates on the development of a special edition car, the Vanquish S Volante Tom Brady Signature Edition. Limited to just 12 units, this exclusive sports car features design elements personalized by Brady himself.
Floyd Mayweather and Hublot – $10 million
Hublot, the renowned Swiss luxury watchmaker, stands as Mayweather’s primary sponsor. The boxing legend’s endorsement portfolio is relatively modest, given the substantial entry fees often associated with his contracts, yet it remains lucrative. Mayweather’s annual sponsor earnings surpass the impressive $10 million mark.
Usain Bolt and Puma – $10 million
Usain Bolt, the world’s fastest man, secured a substantial sponsorship deal with Puma, making it one of the most significant contracts in track and field. The deal, valued at approximately $10 million annually, was a testament to Bolt’s dominance in sprinting and his charismatic appeal as a global sports icon.
Russell Wilson and Lululemon – Multi-million dollar deal
In 2020, NFL quarterback Russell Wilson joined forces with Lululemon to create and endorse a line of men’s performance apparel. While exact financial terms weren’t publicly disclosed, the deal was reported to be a multi-million-dollar partnership. Wilson’s collaboration with Lululemon aimed to expand the brand’s reach into the male athletic apparel market, while capitalizing on his status as a respected athlete.
Novak Djokovic and Lacoste – $10 million
In 2017, tennis sensation Novak Djokovic first teamed up with the esteemed French tennis brand Lacoste. Recently, Djokovic solidified this partnership by signing an extension that ensures he continues to represent the brand as their on-court apparel sponsor until 2025 in a deal reportedly valued at over $10 million annually.
Patrick Mahomes and Oakley – Multi-million, multi-year deal
In 2020, NFL quarterback Patrick Mahomes embarked on a significant multi-million, multi-year collaboration with Oakley, focusing on the promotion of the brand’s specialized eyewear for athletes. Although precise financial details of the deal were not made public, Mahomes’ association with Oakley marked a noteworthy stride in his endorsement portfolio.
The Rock and Under Armour – $25 million
Dwayne Johnson’s transition from WWE superstar to Hollywood actor has been remarkably seamless. He currently ranks among the highest-paid actors in Hollywood, boasting a substantial net worth of $800 million. In 2020, the partnership between Under Armour and Project Rock, Johnson’s motivational lifestyle brand for athletes, was valued at an impressive $25 million, not bad for a former CFL dropout.
Shaquille O’Neal and Papa John’s – Multimillion-dollar deal and investment
Shaquille O’Neal, the NBA legend known for his post-retirement business ventures, entered into a strategic partnership with Papa John’s Pizza. This multimillion-dollar endorsement deal, signed in 2019, not only involved Shaq’s investment in the pizza chain but also saw him become its prominent brand ambassador. While the exact financial details remain undisclosed, O’Neal’s involvement further boosted the brand’s image after some challenging times.
Naomi Osaka and Louis Vuitton – Undisclosed multi-year deal
In 2021, tennis superstar Naomi Osaka embarked on a new venture in the world of high fashion by inking a multi-year partnership with luxury brand Louis Vuitton. While the collaboration aims to fuse Osaka’s athletic prowess with the glamour of high fashion, precise financial terms of the deal have been kept confidential.
Neymar Júnior and Puma – $29.1 million
Neymar Júnior, the soccer sensation, departed Paris Saint-Germain after a six-year stint to join Saudi club AL-Hilal. This move has significantly bolstered his already substantial wealth. Notably, Neymar recently inked a lucrative endorsement deal with Puma, valued at an impressive $29.1 million annually, following his departure from Nike.
Serena Williams and Nike – $40 million
Serena Williams, one of the greatest tennis players of all time, has maintained a fruitful relationship with Nike over the years. Her endorsement earnings from Nike alone have surpassed $40 million. This long-term partnership has not only been financially rewarding but has also solidified Serena’s status as an iconic figure in both sports and fashion, as she has her own line of Nike apparel and footwear.
Tom Brady and Under Armour – Undisclosed multi-year deal
Tom Brady has a multi-year collaboration with Under Armour. While the exact financial details remain undisclosed, the deal is known to include an equity stake in the company, underscoring the significance of this partnership. This alignment with one of the world’s leading sports apparel brands further solidifies Brady’s legacy as football’s greatest.
Phil Mickelson and Callaway – $42 million
Callaway has been Phil Mickelson’s club provider since 2004, and in 2017, the two sides reportedly agreed to an extension that would endure throughout Mickelson’s professional golfing career. Under this arrangement, Mickelson enjoys an impressive annual sponsorship income of $42 million from Callaway, showcasing the long-term partnership between the golfer and the equipment manufacturer.
Maria Sharapova and Nike – $70 million
Maria Sharapova’s remarkable tennis career, including her victories in Grand Slam championships, has translated into numerous lucrative sponsorship deals. Notably, she secured an exceptional eight-year, $70 million contract with Nike, which at the time was the highest-value endorsement deal ever awarded to a female athlete.
Dwayne Wade and Li-Ning – $100 million
In October 2012, Dwyane Wade made a shock move by departing from Nike and entering into a partnership with the Chinese brand Li-Ning. This collaboration has proven to be highly lucrative. Initially a ten-year, $100 million deal, it evolved after Wade’s retirement in 2018 into a lifetime agreement that includes his very own line of shoes under the Way of Wade sub-brand.
Anthony Joshua and DAZN – $100 million per year
In a ground-breaking partnership, Anthony Joshua’s upcoming fights will be broadcast on the global platform of DAZN, reaching audiences worldwide. This monumental deal carries an annual value of $100 million, featuring two fights annually through DAZN Pay-Per-View. Beyond this, Joshua has assumed multiple roles, becoming a shareholder, special advisor, and brand ambassador for DAZN.
Tiger Woods and Nike – $105 million
In 2000, golf icon Tiger Woods secured a ground-breaking five-year, $105 million contract with Nike, marking a significant endorsement deal in its time. Despite some ups and downs in his career and personal life, Woods remains associated with Nike as an ambassador, except for specific instances, such as after a serious car crash in 2021.
Harry Kane and Skechers – Undisclosed lifetime deal
English soccer star Harry Kane has inked an unexpected lifetime boot deal with Skechers. The announcement, featuring a multi-million-pound agreement with the striker, was ready for launch, but Sketchers exercised patience in their debut foray into soccer, perfectly waiting for Kane’s recent high-profile transfer, valued at $105 million, from his lifelong club, Tottenham Hotspur, to the German powerhouse Bayern Munich.
George Foreman and the George Foreman Grill – $137.5 million (minimum)
Despite his achievements, former heavyweight champion George Foreman is now widely recognized for his association with a lean, mean, fat grilling machine. In 1995, grill manufacturer Salton, Inc. struck an astonishing $137.5 million deal with Foreman to use his name for their product. During the period from 1995 to 1999, Foreman received a minimum of 40 percent of the profits generated from each grill sold.
David Beckham and Adidas – $160.8 million
In 2003, soccer icon David Beckham inked a trailblazing lifetime agreement with Adidas, estimated at around $160.8 million. Even after two decades, Beckham continues to be a prominent face for the brand, frequently sharing Adidas endorsements on his Instagram. He was the face of Adidas Predator boots, which he wore during his playing career.
Derrick Rose’s Adidas contract – $185 million
Point guard Derrick Rose of the New York Knicks signed a remarkable 14-year, $185 million deal with Adidas in 2011. Despite injuries impacting his career, suffering a season-ending ACL injury just months into his deal with Adidas, the brand remained committed to Rose, demonstrating the longevity of their partnership.
Steph Curry’s Under Armour deal – $215 million
In 2013, Golden State Warriors’ Steph Curry secured an impressive $215 million deal with Under Armour. Curry is the sole athlete with a signature shoe line under the brand, launching the Curry Brand in 2020. Curry has re-signed with Under Armour in a lifetime deal, and although the total remains undisclosed, the fee is believed to potentially be up to $1 billion.
Rory McIlroy’s Nike contract – $250 million
Former world number one golfer Rory McIlroy made history in 2013 by signing a ten-year, $250 million deal with Nike. In 2017, he extended his contract for another ten years, reportedly earning an additional $100 million, citing Nike’s innovative and competitive nature as a key factor.
Roger Federer’s Uniqlo partnership – $300 million
Tennis legend Roger Federer made a significant move in 2018, transitioning from Nike to Uniqlo with a ten-year, $300 million contract. The transition was dramatically unveiled at Wimbledon, signalling a new phase in Federer’s endorsement journey. Retiring from tennis in 2023, Federer will remain the global face of the clothing retailer.
Kevin Durant and Nike – $300 million
Durant initially inked a deal with Nike when he embarked on his career. In 2014, Under Armour expressed interest in partnering with him, but Nike outbid them with a more lucrative offer, winning Durant back. His current Nike contract, valued at over $300 million, remains in effect until 2024.
Lionel Messi’s Adidas lifetime agreement – $1 billion
In 2017, soccer sensation Lionel Messi signed a lifetime contract with Adidas, estimated at a staggering $1 billion. Adidas gained exclusive rights to Messi’s image for their advertising campaigns and with Messi now revolutionising the image of the MLS, it looks like a great deal for both parties.
LeBron James’ Nike lifetime deal – $1 billion
Basketball icon LeBron James inked a lifetime contract with Nike in 2015, projected to surpass $1 billion in earnings. The partnership encompasses a wide range of signature shoes, apparel, accessories and robust marketing support. Adidas famously had the chance to pen a deal with James early in his career. They low-balled him, allowing Nike to swoop in.
Cristiano Ronaldo’s Nike agreement – $1 billion
In 2016, football superstar Cristiano Ronaldo secured a monumental $1 billion lifetime contract with Nike, becoming only the third individual after Michael Jordan and LeBron James to earn such a deal. Ronaldo’s extensive collaboration with Nike spans over 90 types of football boots and off-field product endorsements.
Michael Jordan’s Nike legacy – $1.3 billion
The iconic partnership between Michael Jordan and Nike began in 1984 when Nike approached the rookie NBA star to design his legendary Air Jordans. Despite NBA regulations against non-white sneakers, Jordan’s defiance and Nike’s financial backing have propelled Air Jordans to become one of the best-selling shoes in history, with Jordan’s earnings from the partnership exceeding $1.3 billion today.
