When we hear about the mega wealth of top celebrities, we often assume they’ve made most of their money through acting, professional sports, or whatever their career may be. We see them living the expensive lifestyle of the uber-rich, and it’s easy to assume their careers alone fund it. What may surprise you, however, is the number of A-listers who secure an alternate source of income that proves just as—if not more—profitable.
Celebrity endorsements are nothing new and can be wildly effective for the brands they promote. People see a Hollywood star or top athlete using a product, and they want to do the same. Tying a star to a brand isn’t cheap—far from it. Be prepared for some eye-popping numbers as we take a deep dive into the most lucrative celebrity endorsements over the years.
Beyonce – Pepsi
Among the many brands Beyoncé has partnered with over the years, Pepsi stands out—especially after the record-breaking endorsement deal she signed in 2012. The Pepsi deal included several ads, including a flashy spot for the 2013 Super Bowl halftime show that was sponsored by Pepsi. The multi-year partnership resulted in a $50 million payday for Beyoncé as she became the soda’s official brand ambassador.
David Beckham – Adidas
Professional soccer (EU football) player David Beckham didn’t just sign any old deal, he signed a lifetime brand ambassador deal with Adidas in 2003. This was huge news at the time, not only because it was a lifetime deal but also because of the value: an estimated $160 million.
What makes this deal even more impressive is that Beckham earns profits from the campaigns as well. It’s no wonder you often see him wearing Adidas apparel in photoshoots and everyday outings.
George Clooney – Nespresso
Sometimes celebrity endorsements make sense, and then there are deals that seem to come out of left field. It’s unlikely that anyone would have predicted a deal between Hollywood star George Clooney and Nespresso. You’ve probably seen the commercials on TV, which tend to be witty and make good use of Clooney’s natural charm. Well, that charisma doesn’t come cheap, as the endorsement deal is rumored to be worth $40 million.
Michael Jordan – Nike
Michael Jordan wasn’t the first professional athlete to get a celebrity endorsement deal, but many look at his deal in particular as a turning point. In 1984, Jordan signed a five-year deal with Nike, worth $500,000 per year. It set a new standard for athlete endorsements. His name became synonymous with basketball sneakers, as the Nike shoes with his name became an instant hit.
As Jordan’s career progressed and his talents became clearer, Nike stuck with the deals and continued to re-sign him. Fast-forward to today, and it is estimated that Jordan has made about $1.3 billion from the company.
Jamie Foxx – BetMGM
When you think of Jamie Foxx, there are probably a slew of movies that come to mind. He’s known for his roles in Django Unchained, Ray, Collateral, and more recently, Back in Action. But there’s another starring role that the actor has made his mark in, and that’s as a brand ambassador for BetMGM.
This partnership is a great example of how big the iGaming space has gotten. Foxx is a big name with an impressive résumé and highly recognizable, which has only helped push BetMGM into the mainstream. It has created more interest in iGaming, as more people seek out the US’s most helpful gambling site to help them navigate the expanding field of online sportsbooks and casinos. While Foxx’s particulars on how much he is making from the deal haven’t been released, you can bet it came with a hefty price tag.
Charlize Theron – Dior
Charlize Theron is a brand ambassador for high-end design fashion house Dior. Founded in 1946 by Christian Dior, a French designer, Dior is a brand that has continually expanded and built a prestigious reputation. It exudes sophistication and elegance, which makes Theron an ideal choice.
Theron signed an 11-year deal with Dior, originally associated with the J’adore perfume line, that required billboard advertisements and a series of commercials. It was worth $5 million per year, or $55 million in total.
Serena Williams – Nike
Serena Williams also makes the list of lucrative celebrity endorsements when she signed with Nike in 2004 for a reported $40 million. At that time, she was the only woman athlete to make that kind of money from a brand deal and, over 20 years later, is still among very few who do. Thanks to her exceptional performance, she has remained a household name, and Nike kept renewing her contract.
George Foreman – Salton Inc.
Pretty much everyone has heard of the Salton George Foreman Grill. A handy small appliance used for grilling all kinds of items, it is named after the two-time world heavyweight champion and Olympic gold medalist, George Foreman.
The grill was revolutionary when introduced, as it was electrically heated, double-sided, portable, and extremely easy to use. Not only that, it was able to drain the fat of the items you cooked, making for a healthier option. When Foreman inked a deal with Salton, it seemed like a great fit since he was a professional athlete who knew what it meant to eat healthily.
While it’s hard to say how much Foreman made from the endorsement, reports estimate that it was well above $200 million. That likely exceeds his total earnings from professional boxing.
Tiger Woods – Nike
We can’t create a list of celebrity endorsements without mentioning one of the best and most well-known professional golfers ever. Tiger Woods is a familiar name around the world. The way he exploded onto the scene and dominated in his early years was nothing short of shocking. He is tied for the most PGA wins by a golfer, has won countless tournaments, and is ranked second in terms of men’s major golf championships.
With that kind of resume, it’s no wonder that brands were itching to partner with him. But it was Nike that won the contract when they signed with Woods in 1996. While he didn’t make significant money right away, his deals grew over time. By 2013’s re-signing, his contract was worth $200 million. As of 2025, Woods is estimated to be worth $1.3 billion. Of that, around $500 million is tied to his Nike partnerships.
Celebrity Endorsement Deals Are the Ultimate Win
As you can see by the numbers discussed here, landing a brand ambassador partnership can be the sweetest deal there is. These deals tend to span several years and can even end up being lifetime deals. Not only do they add to a celebrity’s net worth, but they also ensure continued income well into their retirement.
4
