NIL
17 Priciest Athlete Endorsements Ever Signed

By Ace Vincent
| Published
Professional athletes have always been paid well for their talents, but the real money often comes from what they do off the field. While million-dollar salaries grab headlines, it’s those massive endorsement deals that turn sports stars into business empires.
From sneaker contracts that outlast entire careers to lifetime partnerships worth more than small countries’ GDP, these agreements have redefined what it means to be a successful athlete. The numbers behind these deals are staggering, and they show just how valuable a famous face can be when it comes to selling everything from shoes to sports drinks.
Here’s a list of 17 endorsement deals that broke records and bank accounts in equal measure.
Michael Jordan and Nike

The deal that started it all remains the gold standard even decades later. Jordan’s 1984 partnership with Nike has reportedly earned him around $1.3 billion over nearly four decades through continuous royalties from his signature line.
In its first year alone, Air Jordans generated $126 million, far exceeding Nike’s initial forecast, proving that the right athlete can transform an entire company’s trajectory.
LeBron James and Nike

In 2015, LeBron James upgraded to a rumored $1 billion lifetime pact with Nike—the biggest single-athlete guarantee in the brand’s history at the time. The deal ensures James will keep earning from Nike long after his basketball days end, with some estimates suggesting Nike currently pays $54 million per year to LeBron.
His signature shoes generate hundreds of millions annually, making this partnership a win for both sides.
Cristiano Ronaldo and Nike

In 2016, Cristiano Ronaldo joined Michael Jordan and LeBron James as the only athletes to secure a lifetime deal with Nike, valued at $1 billion. Ronaldo’s annual earnings from Nike are estimated to exceed €22 million, and his massive social media following of nearly 600 million Instagram followers makes him incredibly valuable for global marketing campaigns.
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Lionel Messi and Adidas

Messi signed a lifetime deal with Adidas in 2017, estimated to be worth $1 billion, after nearly switching to Nike earlier in his career. His current boot contract deal is worth a whopping $19.2 million annually, and he reportedly receives a percentage of sales from all Messi-branded products including boots, clothing, and accessories.
Roger Federer and Uniqlo

ESPN reported that the deal guarantees him $300 million over 10 years — a time period that will take him well into retirement from the tennis circuit. What made this 2018 deal particularly shocking was that Federer left his 20-year partnership with Nike to join the Japanese clothing company.
The 20x grand slam champion will continue to be paid even if he doesn’t play, making it one of the smartest contracts ever negotiated.
Kevin Durant and Nike

Durant’s relationship with Nike reached new heights in 2023 when Kevin Durant and Nike agreed to a lifetime contract, making him just the third NBA player to receive such a deal, joining Michael Jordan and LeBron James. His previous 10-year deal was worth up to $300 million, and Durant’s shoe deal with Nike reportedly includes a kicker that will pay him $50 million upon his retirement from the NBA.
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Stephen Curry and Under Armour

Curry’s partnership with Under Armour began in 2013 when Nike famously bungled their pitch meeting by mispronouncing his name. Curry reportedly is closing in on a lucrative $1 billion lifetime contract with Under Armour, and Curry received 8.8 million restricted stock units of the company’s common stock on April 3 as part of his extended role as brand ambassador, a package valued at $75 million.
He’s now president of the Curry Brand under Under Armour’s umbrella.
Tiger Woods and Nike

Tiger’s partnership with Nike lasted 27 years and multiple contract renewals before ending in 2024. Forbes estimates Woods has earned about $1.8 billion in his pro golf career via winnings, appearance fees and endorsements, with roughly $500 million through his contacts over the span of their 27-year relationship coming from Nike alone.
His most recent contract was reportedly worth $200 million over 10 years.
David Beckham and Adidas

Beckham signed a lifetime endorsement deal with Adidas in 2003, valued at $160 million. Even in retirement, the former Manchester United and Real Madrid star continues representing Adidas, and his Predator cleats became some of the most iconic soccer shoes ever made.
The deal showed that soccer stars could command massive endorsement money long before Messi and Ronaldo’s billion-dollar contracts.
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Derrick Rose and Adidas

Adidas went all in on Chicago Bulls player Derrick Rose, signing him to a fat new deal ($260 million over 14 years) in February 2012, just weeks before a devastating knee injury that sidelined him for nearly two full seasons. The timing couldn’t have been worse for Adidas, but it demonstrated the risks companies take when betting big on individual athletes.
Damian Lillard and Adidas

Dame Lillard signed a 10-year, $100 million extension with Adidas in 2014. His partnership includes the ‘Adidas Dame’ signature shoe line, which ranks among Adidas’s top-selling basketball products.
Lillard’s shoes emphasize affordability and accessibility, making them popular with younger players and helping Adidas compete against Nike in the basketball market.
Rory McIlroy and Nike

The Northern Irish golfer secured a massive deal when Nike signed McIlroy to a 10-year extension for apparel after the company left the golf equipment business in 2016. McIlroy also has long-term deals with TaylorMade for equipment and partnerships with Omega watches, making him one of golf’s highest-paid endorsers despite not having Tiger Woods’ level of fame.
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Tom Brady and Under Armour

Brady’s deal with Under Armour includes an equity stake in the company, similar to other major Under Armour athletes. Under Armour uses Brady wisely; just when some fans might forget that he’s an Under Armour athlete, it will bring him out again to remind them.
While exact figures aren’t public, his partnership helped establish Under Armour as a serious player in football apparel and training gear.
Jordan Spieth and Under Armour

Golfer Jordan Spieth signed a 10-year deal with Under Armour in January 2015, and the brand signed him to a 10-year deal and he also has ownership in the company. Spieth’s partnership came during Under Armour’s aggressive expansion into golf, and his young age made him an attractive long-term investment for the Baltimore-based company.
Patrick Mahomes and Adidas

Mahomes signed with Adidas in 2017, marking his entry into professional football. While the deal’s financial details are not public, Mahomes’s signature Adidas training shoe collection has been highly successful.
The Kansas City Chiefs quarterback has helped Adidas expand its presence in American football, a sport traditionally dominated by Nike.
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Shohei Ohtani and Various Brands

Ohtani makes over $60 million during the last 12 months from endorsements, despite playing baseball rather than more globally popular sports. His unique two-way talent as both a pitcher and hitter, combined with his marketability in both American and Japanese markets, has made him incredibly valuable to multiple brands seeking to reach diverse audiences.
Naomi Osaka and Nike

Osaka has quickly become the highest-earning female athlete, thanks to her powerful presence both on and off the court. Her endorsements, which include Nike, Nissan, and Yonex, are complemented by her advocacy in social issues, enhancing her marketability, and she earned up to $50 million last year from various partnerships.
The Evolution of Athletic Empires

These massive endorsement deals represent more than just money changing hands between athletes and corporations. They reflect how sports marketing has evolved from simple product placement to complex business partnerships that can outlast entire playing careers.
The primary source of income for athletes has shifted predominately towards endorsement deals, fundamentally changing how we think about athletic success. Today’s superstars aren’t just competing for championships, they’re building brands that will generate wealth for decades to come, proving that the most valuable victories often happen in boardrooms rather than on playing fields.
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Scarlet Knights Legend Leonte Carroo Sues Rutgers Over NIL Claims
Rutgers football legend Leonte Carroo is suing Rutgers University over the use of his Name, Image, and Likeness from when he was playing in college, according to an article written by Brian Fonseca of Nj.com/NJAdvancedMedia. Carroo’s lawsuit claims that he is entitled to back payments for the money he generated for the university throughout his college career. The lawsuit values those figures between 2.8 and 3 million dollars.
Carroo and his team originally filed the lawsuit in October. In December, Rutgers countered and tried to have the lawsuit dismissed, arguing that the statute of limitations had long passed and that several courts from around the country had already unanimously denied the type of NIL claim that Carroo’s team is making. On January 9th, Carroo’s legal team filed a brief meant to argue that the university’s dismissal should be denied.
According to the article by Fonseca, Carroo’s team gave Rutgers a formal demand letter in June seeking compensation for the unauthorized use of his NIL. The university did not provide such compensation, which led to the lawsuit.
The House vs. NCAA settlement granted back payment to college athletes who were in school between June 2016 and 2024. Carroo’s playing at Rutgers career falls just outside that, as he played from 2012-2015. Carroo’s legal team is arguing that just because he falls outside the period given, it does not take away from the fact that Rutgers unjustly profited from his time as a player.
Carroo was one of the most well-known players at Rutgers while he was playing. He currently holds the receiving touchdowns record in school history by a wide margin, and he was one of the faces of the team when they first entered the Big Ten. Carroo and his legal team argue that some sort of compensation is in order for his level of stardom.
If the courts side with Carroo in this case, it has the potential to open up a whole can of worms across college athletics. It would lay the groundwork and encourage other former athletes from other schools to sue their own school for the same reason. Similar cases to this, including players from other college programs, have been dismissed or denied already across the board. It remains to be seen what will come of this lawsuit in particular.
A link to the original article by Fonseca can be found here.
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Big Ten vs. SEC: Josh Pate explains where college football supremacy currently sits
The great debate regarding which conference — the Big Ten or the SEC — reigns over college football might not be much of a debate anymore. Especially given the SEC’s dismal 4-10 bowl record this offseason.
That bowl record looks even worse in games between the SEC and other Power Four teams, with the Southeastern Conference finishing the 2025-26 bowl season a combined 1-8 versus the ACC, Big Ten and Big 12. That includes a winless 0-4 mark against the ACC and a 1-3 record vs. the Big Ten, which has won the last two CFP national championships and will play for a third when No. 1 Indiana takes on No. 10 Miami in next Monday’s College Football Playoff national title game.
In fact, following No. 6 Ole Miss‘ 31-27 loss to the Hurricanes in last Thursday’s Fiesta Bowl CFP semifinal, the SEC — winners of 13 national titles in 17 years between 2006-22 — was shut out of playing for a third consecutive national championship game, something it hasn’t experienced since 2000-02.
Those struggles have led college football fans and pundits alike to effectively dance on the grave of the once-dominant conference. College football analyst Josh Pate joined the fray on Sunday’s episode of Josh Pate’s College Football Show, making it clear he’s been off the SEC gravy train for awhile now.
“The SEC is lagging behind the Big Ten, at the top, (and) I would even venture to suggest the middle-tier now is at least comparable if not slightly lagging behind,” Pate said Sunday night. “That’s probably where my perception has changed of late, moreso than at the top. So I’m not beating that drum.”
Pate then preceeded to break down all the ways the SEC ultimately lost its crown as King of College Football to the Big Ten, including his perception Big Ten “culture” is just more focused on football, as opposed to SEC’s perceived focus on the pomp and circumstance of the sport.
“Maybe the average Big Ten player is wired a little bit differently, maybe they focus a little more on the football aspect, the mean-and-potatoes aspect of football, instead of the more highlight-ish, branding aspect of football,” Pate added. “I think there’s something to that.”
From there, Pate addressed how the advent of NIL and the NCAA Transfer Portal has leveled the playing field from a talent perspective. In fact, Pate suggested the SEC became so spoiled by its multi-decade talent advantage, effectively drunk off its own supply, that it didn’t do what was necessary to maintain it. That ultimately resulted in what Pate described as “lazy practices” like prioritizing recruiting over coaching and player development, including a tendency to fill out their football staffs based on the agency they were associated with rather than the most-qualified candidates.
“If you think that’s ridiculous, it’s because it is,” Pate concluded. “But that’s been standard practice in the SEC for awhile. And I don’t find it to be the case in the Big Ten.”
And while the SEC could certainly return to glory by this time next year, at least for forseable future, college football fans in the South will suffer through more gloating from their neighbors to the North.
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Urban Meyer predicts winner of college football national championship
Indiana (No. 1) crushed No. 5 Oregon 56–22 in the Peach Bowl semifinal, forcing multiple first-half turnovers, dominating in all three phases, and improving to 15–0.
Miami (No. 10) survived a 31–27 Fiesta Bowl win over No. 6 Ole Miss, with quarterback Carson Beck’s late 3-yard scramble sealing the outcome after earlier College Football Playoff victories over Texas A&M and defending national champion Ohio State.
Miami’s College Football Playoff berth carried nearly as much drama as its postseason run.
Both the Hurricanes and Notre Dame finished the regular season 10–2, but despite ranking ahead of Miami for much of the year, the Irish were left out of the field, in large part because of Miami’s head-to-head win earlier in the season.
The decision sparked national debate about CFP criteria and the weight of head-to-head results.
Since then, Miami has done nothing but validate the committee’s call, advancing to the national title game, now just one win away.
The CFP national championship is set for January 19 at Hard Rock Stadium in Miami Gardens, pitting Indiana against Miami.
On Monday’s episode of “The Triple Option” podcast, former head coach Urban Meyer praised Indiana’s coaching, offensive line, and efficiency on film, ultimately picking the Hoosiers to win the title.
“I think Indiana wins by 9,” Meyer said. “I think Vegas is right on the point spread, but I think Miami plays their [expletive] off at home.”

Indiana powered an unblemished run under second-year head coach Curt Cignetti, transforming a 3–9 program into Big Ten champions.
The Hoosiers stacked signature road wins over Iowa, Oregon, and Penn State, dismantled Alabama 38–3 in the quarterfinals, and overwhelmed the Ducks again in the Peach Bowl semifinal.
Heisman-winning quarterback Fernando Mendoza has driven a balanced, physical attack that has dominated all season, throwing for 3,349 yards and 41 touchdowns while adding 284 rushing yards, six scores, and a 73% completion rate across 15 games.
Miami’s path has been far different, as the No. 10 seed fought through adversity to reach 13–2, upsetting Ohio State, beating Texas A&M, and edging Ole Miss 31–27 behind an elite scoring defense allowing just 14.0 points per game, the fifth-fewest nationally.
Indiana enters as the consensus favorite, listed by most sportsbooks as 8.5-point favorites with a 48.5-point total.
With Indiana’s balanced attack facing Miami’s opportunistic defense, the matchup likely hinges on tempo: the Hoosiers aim to dictate the pace while the Hurricanes seek pressure and takeaways.
Game odds refresh periodically and are subject to change. If you or someone you know has a gambling problem and wants help, call 1-800-GAMBLER.
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$1.8 million transfer QB expected to visit sixth college football program
Beau Pribula, the former Penn State transfer who started the 2025 season at Missouri, announced his decision to re-enter the NCAA transfer portal on December 18 and has been conducting an active visit cycle since.
Over the last week, On3’s Pete Nakos has tracked visits to Nebraska, Virginia Tech, and Georgia Tech, along with a stop at Washington amid uncertainty within the Huskies’ quarterback room, followed by a visit to Tennessee.
However, on Sunday, Nakos reported that Pribula is now expected to visit Virginia next.
“The former Penn State transfer has made visits to Virginia Tech, Nebraska, Washington, Georgia Tech, and Tennessee over the last week. He’s expected to visit Virginia next,” Nakos wrote.
“The Cavaliers could offer to come in and be the starter for Tony Elliott’s program. Tennessee is expected to wait for a decision on Joey Aguilar’s court ruling on Monday, regarding his eligibility under NCAA JUCO rules.”
After spending his first three college seasons as a backup at Penn State, Pribula started at Missouri for the 2025 season, finishing the year with 1,941 passing yards, 11 passing touchdowns, and nine interceptions, while adding 297 rushing yards, six rushing scores, and a 67.4% completion rate.
A native of York, Pennsylvania, Pribula signed with Penn State in December 2021 as a three-star recruit and the No. 27 quarterback in the 2022 class per 247Sports, drawing more than a dozen additional offers, including Nebraska, Northwestern, Rutgers, and Syracuse.
After redshirting as a freshman and seeing limited game action over the following two seasons behind Drew Allar, Pribula sought a change of scenery, and now, after proving his dual-threat capability in the SEC, Pribula is seeking another opportunity to further elevate his profile.
For prospective programs, it is also worth noting that Pribula is among the more marketable players currently in the portal, carrying an NIL valuation of approximately $1.8 million according to On3, a factor that could influence where he ultimately lands.

All of the programs Pribula has visited present distinct opportunities and varying levels of appeal.
Virginia Tech and Georgia Tech both face recent turnover at quarterback and are seeking experienced portal options who can operate their systems and provide immediate competition.
Nebraska, under Matt Rhule, has also been active in the portal as it looks to add veteran depth and competition following the departure of starter Dylan Raiola to Oregon.
Pribula visited Washington amid uncertainty within the Huskies’ quarterback room surrounding Demond Williams, a situation that has created a potential opening for an experienced transfer.
Tennessee, meanwhile, has been monitoring eligibility developments involving other candidates, including Joey Aguilar, while keeping Pribula firmly on its radar.
Virginia, however, may offer one of the more intriguing fits as the Cavaliers have reportedly been targeting a veteran, pro-style, dual-threat quarterback who can compete for a Day 1 starting role under fourth-year head coach Tony Elliott.
The opportunity for immediate playing time, combined with proximity to Pribula’s Mid-Atlantic recruiting footprint, adds to Virginia’s appeal.
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College Football’s Semi-Pro Economy & Why the NFL Draft Isn’t a Sure Thing
College football is in its semi-pro era, reshaping the NFL Draft calculus as quarterbacks weigh guaranteed NIL money against rookie contracts.
After four years at Georgia, quarterback Carson Beck declared for the NFL Draft on Dec. 28, 2024, slated to make millions as a mid-round pick. But instead of taking that route, Beck entered the transfer portal on Jan. 9 and inked a $4 million deal to play out his final season of college eligibility at Miami, where he succeeded Heisman Trophy winner and eventual top pick Cam Ward. Now, Beck will play next week for a national championship as he’s still in line to make good NFL money at age 23, but now with a guaranteed $4 million in his pocket.
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The passing of the House Settlement and the introduction of revenue sharing in Division I athletics have only enhanced this trend and the appeal of college football quarterbacks staying in school an extra year rather than try their luck in the NFL Draft. Alabama‘s Ty Simpson may be the perfect example of that. Despite declaring for the NFL Draft, at least three SEC teams reportedly have interest, with another school offering him up to $6.5 million to stay in college next season and enter the transfer portal prior to Friday’s deadline.
Despite ESPN grading Simpson as a late first-round or early second-round pick, $6.5 million is extremely appealing. NFL quarterback Tyler Shough, who the New Orleans Saints selected 40th overall in last year’s draft, got a four-year, $10.8 million contract, including a $4.5 million signing bonus. We seem to be approaching the point that, unless you’re guaranteed to be drafted in the first round, it might pay to stay in school an extra year, essentially making major college football a semi-pro outfit right now.
College basketball has experiencing a similar trend for years now. With the introduction of NIL, NCAA hoops stars like Kentucky’s Oscar Tshiebwe, Gonzaga’s Drew Timme, and North Carolina’s Armando Bacot made far more money by staying in school than they would have as an NBA second-round pick or G-Leaguer. Bacot signed a deal worth more than $1 million to play this year in Turkey with Fenerbahce, Timme is on a two-way contract with the Los Angeles Lakers worth just over $500,000, and Tsiebwe has a similar arrangement with the Utah Jazz.
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Were they still college eligible, they would’ve made more money. It’s why, as we reported, more EuroLeague-caliber talent are electing to come from overseas to college basketball teams. It’s why some players with G-League experience who are still college eligible are electing to go back to school. The money right now is just better.
Right now, schools can directly spend up to $20.5 million on their student-athletes, with the vast majority of that total allocated to football, their largest revenue-generating sport. But that $20.5 million number is expected to rise, and with it the amount that teams will likely offer to quarterbacks like Simpson and new Texas Tech starter Brendan Sorsby, whose record-breaking NIL deal we discussed last week. How long will it take until quarterbacks can make more money in college than they would as first-round NFL Draft picks?
Jaxson Dart, the 25th overall pick last year from Ole Miss, earned a signing bonus of just under $9 million as part of a four-year rookie contract worth just under $17 million. We may get to a point where these QBs get a larger guarantee to stay in school than a first-rounder would receive as a signing bonus, making it worth risking an injury in college that could wipe out potential future NFL earnings. It will take longer for players at other positions like running back and wide receiver, where second-round picks like Houston Texans wideout Jayden Higgins and Cleveland Browns running back Quinshon Judkins still got roughly $5 million to sign, still way more than they’d earn for a year in college.
Yet the fact that we’re even having this conversation at all indicates the direction college football is going in. It’s how wide receiver Cam Coleman, who doesn’t turn 20 until August, can leave Auburn for a transfer portal NIL deal at Texas of at least $2 million. We’re talking free agency for hundreds of college kids every year to make upwards of seven figures at their new destinations. If that’s not at least semi-professional sports, I’m not sure what is.
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Now, all we can do is wait and see how far things go before the next wave of substantial changes hits college football in this ever-changing landscape that made it possible for Beck to accept, and Simpson to consider, an offer that made it more financially prudent to keep the NFL waiting for one more year.
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Commission rejected 500-plus NIL deals worth nearly $15 million
The College Sports Commission has rejected nearly $15 million in name, image and likeness agreements since it started evaluating them over the summer, representing more than 10% of the value of all the deals it has analyzed and closed.
The CSC released its latest statistics Monday, saying it did not clear 524 deals worth $14.94 million, while clearing 17,321 worth $127.21 million. All the data was current as of Jan. 1.
The numbers came against the backdrop of a “reminder” memo the commission sent to athletic directors last week, citing “serious concerns” about contracts being offered to athletes before they had been cleared through the commission’s NIL Go platform.
The CSC is in charge of evaluating all deals worth more than $600 that are offered by third-party businesses that are often affiliated with the schools recruiting the players.
“Without prejudging any particular deal, the CSC has serious concerns about some of the deal terms being contemplated and the consequences of those deals for the parties involved,” the Friday night memo said.
The CSC said primary reasons for deals not being cleared were that they lacked a valid business purpose; they didn’t directly activate a player’s NIL rights, instead “warehousing” them for future use; and that players were being paid at levels that weren’t “commensurate with similarly situated individuals.”
The memo reminded ADs that signing players to deals that hadn’t been cleared by the CSC left the players “vulnerable to deals not being cleared, promises not being able to be kept, and eligibility being placed at risk.”
Other statistics from the latest report:
There were 10 deals in arbitration as of Dec. 31, eight of which have since been withdrawn. All involved a resolved administrative issue at one school not named by the CSC.
• 52% of deals submitted to NIL Go were resolved within 24 hours.
• 73% of deals reached resolution within seven days following submission of all required information.
• 56% of the 10,848 athletes who have at least one cleared deal play football or men’s basketball.
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