The NBA’s Endorsement All-Stars

CEBU, Philippines – You play better than most, you get max money.  It also helps if you belong to a big market team where fans fill the arena on a nightly basis.  Then you build star power that you can command a hefty contract bordering on the ridiculous.  With it come the companies that want you to be their sales agents.

Off-court earning is big money for NBA stars that Peter Laatz of the research firm Repucom said, “The NBA is very good at producing endorsable icons that transcends what happens on the court.”  Their star power helps the products they pitch for sell quickly, especially among the younger age group.

Forbes is very good at compiling top earners in various sports and recently, they came up with their “NBA’s Endorsement All-Stars of 2016”.  Receiving a combined $189 million last year, here the NBA’s top 10 off-court earners with their annual take home pays from endorsements:

LEBRON JAMES ($48 million) – Major partners include Nike, Samsung, Coca-Cola, Kia Motors, Beats by Dre.  He is the first athlete given a lifetime contract by Nike, which sold $340 worth of his signature shoes in 2014.

KEVIN DURANT ($36 million) – Partners are Nike, Panini, Sonic, Beats by Dre, BBVA, American Family Insurance.  The contract extension from Nike in 2014 earned Durant $300 million spread over 10 years.  KD is the first athlete that fast-food chain Sonic had used in advertising.

KOBE BRYANT ($25 million) – One of the best ever to play on the hardcourt, Kobe has partnered with Nike, Panini, Hublot, Alibaba and Turkish Airlines among others.  He may be retired but he still rakes in the dollars.

JAMES HARDEN ($17 million) – In 2015, he signed with Adidas for a 13-year, $200 million deal which included an undisclosed signing bonus.  His first signature shoe, James Harden 1, Wake The Game Up is now on PH shores and sells for p8,000.  Other partners are Footlocker, NBA2K, BBVA, Beats by Dre.

DERRICK ROSE ($14 million) – Another Adidas endorser, he was the shoe company’s main man in 2012 when they signed him to a 13-year, $185 million deal.  Injuries the past four seasons affected sales of his signature shoe.  He also endorses products from Gatorade and Giordano’s.

DWAYNE WADE ($12 million) – he left Jordan/Nike in 2012 in favor of China’s Li-Ning, inking a 10-year deal worth in excess of $50 million plus a share in company ownership.  Other companies D-Wade is connected are Gatorade, Fan Duel, Hublot, Mission, Pepperidge Farm.

STEPHEN CURRY ($12 million) – With D-Wade, they are the only ones in this top ten list not connected with either Adidas or Nike/Jordan.  Curry’s deal with Under Armour will last until 2024 which also includes a share in UA ownership.  The company is banking on him to create a $1 billion basketball business.  He also pitches for Kaiser Permanente, Fanatics, JBL, Degree and Brita.

CHRIS PAUL ($8.5 million) – Jordan/Nike has released the 9th edition of his CP3 signature shoe.  Other company partners are Panini, State Farm and Fan Duel.

CARMELO ANTHONY ($8 million) – Melo had been with Jordan/Nike since he cracked the league in 2003.  Other partners are Las Vegas Sands, Panini, SMS Audio, Draft Kings.

BLAKE GRIFFIN ($8 million) – I suppose KIA got interested in Griffin when he jumped over one of their cars in a slam dunk attempt in an All-Star Slam Dunk competition back in 2011.  He also has endorsement deals with Jordan/Nike, Panini and Red Bull.

It certainly pays well to be a star and in this case, it pays double.  Happy New Year!