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BOBBY MOTUS
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Thursday, January 5, 2017
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NBA’s Endorsement All-Stars
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. Peter Laatz of the research firm Repucom said, “The NBA is very good at producing ‘endorsable’ icons that transcend 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. Recently it came up with their “NBA’s Endorsement All-Stars of 2016.” Receiving a combined $189 million last year, here are 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, and Beats by Dre. He is the first athlete given a lifetime contract by Nike, which sold $340 million worth of his signature pairs of shoes in 2014.
Kevin Durant ($36 million). Partners are Nike, Panini, Sonic, Beats by Dre, BBVA, and 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 hard court, Bryant 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 that included an undisclosed signing bonus. His first signature pair of shoes, “James Harden 1, Wake The Game Up,” is now in Philippine shores and sells for P8,000. Other partners are Footlocker, NBA2K, BBVA, and 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.
Dwyane 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 with are Gatorade, Fan Duel, Hublot, Mission, and Pepperidge Farm.
Stephen Curry ($12 million). With D-Wade, they are the only ones in this top 10 list not connected with either Adidas or Nike/Jordan. Curry’s deal with Under Armour, which also includes a share in ownership, will last until 2024. 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 ninth 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, and 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!/PN
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