As the NBA season is about to start, the news is Steph Curry is in line to sign a lifetime contract with Under Armour worth “potentially more than $1 billion.” This would be an unprecedented deal in the world of endorsements, and it got us thinking about some of the other biggest deals in history.
In this article, we’ll list ten of the biggest to give you some context of where Steph Curry’s latest contract is set to rank.
1. Michael Jordan – Nike
After playing at the university level in North Carolina, Michael Jordan made his way into the NBA with a third overall pick from the Chicago Bulls. At the time, he was a staunch wearer of Adidas, giving the brand preference when it came time to sign endorsement deals.
But at his agent’s insistence, Jordan also gave Nike a chance by making a trip to meet the brand’s founder Phil Knight in Oregon. The offer Knight pitched was a remarkably good one – $500,000 annually in cash over five years and a signature Nike line, impressive considering Jordan had yet to play a single NBA game at that point. While he did have a preference for Adidas, that brand’s offer didn’t end up coming anywhere close to Nike’s, and Michael Jordan made the sensible decision of following the money.
It didn’t take long for Michael’s deal with Nike to start paying off. With a rising status and disruptive approach to sneaker design, his Air Jordan collection brought home a whopping $126 million in first year sales, far exceeding the original goal of $3 million over a four year period.
Today, Air Jordan remains ubiquitous with the legend himself. Just as much as Michael Jordan is one of Basketball’s most recognizable icons, so is the brand that he helped create that currently sits at a $3 billion value.
2. LeBron James – Nike
After its unprecedented success with Air Jordan, Nike had some big shoes to fill (literally and figuratively) for future endorsements. The brand waited over 30 years before making a deal anywhere close to MJ’s in value, but that all changed when they inked LeBron James to a 7 year, $90 million deal in 2003.
This made LeBron James one of the highest-paid rookies in NBA history at the time, and it was a clear declaration of Nike’s intent to make him the new face of the company.
It’s safe to say that Nike’s investment has paid off, as LeBron James’ star power has only grown in the years since. He’s broken too many records to count, including becoming the youngest player ever to reach 20,000 career points. He’s also a four-time NBA MVP and four-time NBA champion.
LeBron’s current contract with Nike is a lifetime deal he signed in 2015 worth over $500 million, making him the first athlete ever to receive a lifetime deal from the brand.
3. David Beckham – Adidas
In 2003, David Beckham was one of the first athletes of his status to sign a lifetime endorsement with a sports brand. He bagged a $160 million deal with Adidas, reportedly receiving $80 million up front. This made Beckham the highest-paid spokesperson in Adidas’ history, and it was a clear indication of the value that the soccer star had in the global market.
Beckham has since retired from professional soccer, but his legacy – and his endorsement deals – live on. He currently has partnerships with major brands like Adidas, Coty, H&M, Sainsbury’s, Samsung and his latest partner, Breitling.
In total, Beckham is estimated to have earned over $450 million from endorsement deals alone.
4. Roger Federer – Uniqlo
In May 2018, Japanese apparel brand Uniqlo announced that it had signed tennis legend Roger Federer to a 10-year contract worth a reported $300 million. This made Federer the highest-paid athlete in the history of endorsement deals.
The agreement also gave Federer greater creative control over his clothing line, as well as a greater say in the design process. This was a big win for Federer, who had been vocal in the past about feeling restricted by his previous deal with Nike.
So far, the partnership has been a huge success for both Federer and Uniqlo. In its first year, Federer’s line sold millions worth of merchandise and was one of the brand’s most popular collections. It’s set to sustain the Tennis great long after he hangs up his racket for good.
5. Tiger Woods – Nike
In 1996, 21-year-old Tiger Woods turned heads when he signed one of the biggest endorsement deals.
Like Michael Jordan before him, Tiger Woods was courted by both Nike and Adidas coming out of college. He ultimately decided to sign with Nike, inking a 5 year, $40 million deal with the company in 1996.
This made Woods the highest-paid athlete endorsement at the time, a title he would hold for nearly a decade.
During his first year as a professional, Woods won two PGA events and was named PGA Tour Rookie of the Year. He would go on to win additional events in his second year, including the Masters Tournament – one of golf’s most prestigious events.
Woods’ success on the green led to massive popularity off of it as well. He quickly became one of the most recognizable athletes in the world, and his Nike deal proved to be extremely lucrative for both parties. In 2000, Woods renewed his contract with Nike for $100 million over 5 years, and he eventually signed a $20 million per year extension in 2006.
6. Derrick Rose – Adidas
The youngest player ever to be named MVP in the NBA, Derrick Rose was drafted first overall by his hometown Chicago Bulls in 2008. He quickly became one of the best players in the league, and Adidas took notice.
In 2012, Adidas signed Rose to a 13-year, $185 million deal – the biggest endorsement contract in sports history at the time. The deal was a clear sign of Adidas’ commitment to building their basketball business around the young star.
Rose was an instant success on the court, leading the Bulls to the playoffs in each of his first few seasons. His popularity off the court was also on the rise, as he became one of the most marketable athletes in the world.
Unfortunately, Rose’s career was derailed by injuries in subsequent years, and he was never able to return to his previous form. He was eventually traded to the New York Knicks in 2016, and he’ll be a free agent as of 2023. While his play may have declined, Adidas has continued to stand by Rose, and he remains one of the faces of the brand.
7. Kobe Bryant – Nike
Kobe Bryant is one of the most accomplished players in NBA history, and his partnership with Nike is one of the longest-running and most successful in the company’s history. Bryant first signed with Nike as a rookie in 2003, reportedly after dissatisfaction with the Adidas deal he had prior.
Nike gave Kobe his own signature line of shoes and a $90 million paycheck. The Kobe line has been released every year since then, and although Bryant has since retired from the NBA and unfortunately passed away, his estate continues to profit from the arrangement.
8. Floyd Mayweather – Hublot
Boxing legend Floyd Mayweather is no stranger to big money. He’s consistently ranked as one of the highest-paid athletes in the world, and his 2015 fight against Manny Pacquiao reportedly generated over $500 million in total revenue.
In 2018, Mayweather took his money-making prowess to new heights when he signed a multimillion-dollar deal with the Swiss watch brand Hublot.
While specific details of the deal were not disclosed, it was reported to be worth at least $10 million. This made Mayweather the first boxer ever to sign an endorsement deal with a major watch brand.
The partnership was a perfect fit for both Mayweather and Hublot. As the world’s highest-paid athlete, Mayweather is known for his lavish lifestyle and love of luxury items. For its part, Hublot is no stranger to partnering with celebrities – it has deals with Usain Bolt, Diego Maradona and Depeche Mode, to name a few.
9. Dwyane Wade – Li-Ning
After spending the first decade of his career with Nike, NBA superstar Dwyane Wade shocked the sports world when he signed a deal with Chinese sportswear company Li-Ning in 2012.
Wade was one of Nike’s most popular basketball players, and his decision to leave was seen as a major coup for Li-Ning. The terms of the deal were not disclosed, but it was reportedly worth tens of millions of dollars.
Since signing with Li-Ning, Wade has had his own signature line of shoes and clothing. He’s also served as a global ambassador for the brand, helping to raise its profile both in China and around the world.
10. Neymar – Puma
Neymar is one of the most popular soccer players in the world, and he’s had a long-standing relationship with Nike. However, in 2020 he decided to change things up and ended his contract with Nike early in order to sign a new deal with Puma.
Worth a staggering $30 million per year, the deal is one of the biggest in soccer history. It’s also a sign of Puma’s commitment to making a big splash in the soccer world.
As can be seen, Steph Curry’s prospective deal with Under Armour is just one addition to a long-standing history of massive endorsement deals in the world of athletics. These deals range from simple product endorsement to complex, multi-million dollar relationships that span years or even decades. With the ever-growing popularity of sports, it’s likely that we’ll see even more of these massive deals in the years to come.