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Dec 1, 2024; Salt Lake City, Utah, USA; Los Angeles Lakers forward LeBron James (23) ties his shoes against the Utah Jazz during the second half at the Delta Center. Mandatory Credit: Christopher Creveling-Imagn Images
Exploring Lifetime Endorsement Contracts Across multiple Sports
Dec 1, 2024; Salt Lake City, Utah, USA; Los Angeles Lakers forward LeBron James (23) ties his shoes against the Utah Jazz during the second half at the Delta Center. Mandatory Credit: Christopher Creveling-Imagn Images
Only a handful of NBA stars receive signature shoe contracts, as the league’s footwear market is highly competitive. Typically, being an All-NBA-level player or, at the very least, an All-Star is necessary to earn such a distinction.
Even fewer NBA players achieve a lifetime deal with a footwear company. Michael Jordan was the trailblazer, establishing his iconic shoe brand. Following in his footsteps, other legendary players have earned similar honors.
As of this season, only three players had lifetime shoe agreements: LeBron James and Kevin Durant with Nike and Stephen Curry with Under Armour. These players are legends, all regarded at some point as the NBA’s best.
Now, Damian Lillard joins this exclusive list. Lillard is projected to earn over $600 million from his NBA contracts and endorsement deals, solidifying his place among basketball’s elite. Recently crowned NBA Cup champion Damian Lillard is entering a select group.
The point guard of the Milwaukee Bucks has recently agreed on a lifetime contract extension with Adidas. In 2014, he finalized a 10-year contract estimated to be valued at as much as $100 million. According to Charania, that agreement ended this offseason. The eight-time All-Star has a signature sneaker with Adidas, the “Adidas Dame.” This year, Adidas revealed that the gym court at its headquarters has been named in honor of Lillard.
Breaking: Milwaukee Bucks All-Star Damian Lillard has agreed to a lifetime contract extension with Adidas, sources told @ShamsCharania. pic.twitter.com/hJVhocWFy8
Lillard has been associated with Adidas since he entered the league in 2012. He is averaging 25.7 points, 4.5 rebounds, 7.5 assists, and 1.0 steals per game while shooting 45.0% from the field and 37.1% from beyond the arc over 22 games. He has missed two consecutive games due to a recent injury.
But what about famous players from other sports? Here’s what you need to know.
While lifetime deals are most commonly associated with NBA players, other athletes from various sports have also secured similar agreements. These long-term agreements showcase how brands invest in athletes whose influence transcends the playing field. So, let’s check out NFL, MLB, and NHL players.
NFL
Lifetime endorsement contracts are uncommon in the NFL, but various players have obtained significant, long-lasting agreements with prominent brands, especially in footwear. Some of the players are:
Odell Beckham Jr. grabbed attention in 2017 by signing the most valuable shoe contract in NFL history with Nike, totaling approximately $25 million over five years.
Patrick Mahomes, the standout quarterback for the Kansas City Chiefs, has a significant collaboration with Adidas that features his signature sneaker collection. In 2023, he broadened his partnership by introducing the “Team Mahomes” NIL initiative at Texas Tech University to assist student-athletes.
TEAM MAHOMES ASSEMBLE 🗣️
Patrick Mahomes announced the signing of six student-athletes at Texas Tech University to NIL deals, making them the inaugural cohort of Team Mahomes' new NIL initiative with Adidas 👏
Lifetime endorsement contracts aren’t the norm in MLB as well, although many players have secured significant endorsement deals. Here are the names of some of the players.
Bryce Harper: In 2016, Harper signed a 10-year extension with Under Armour, one of the largest endorsement deals in MLB history.
Mike Trout: The Los Angeles Angels star has several endorsement deals, including partnerships with Nike, BodyArmor, and Topps. Nike began selling Mike Trout-branded shoes in 2014, and in March 2021, Trout signed a long-term contract with Topps, the largest and longest agreement the company had ever signed with an individual athlete.
Shohei Ohtani: Ohtani has become a marketing sensation in both the U.S. and Japan, with estimated endorsement earnings of $35–40 million in 2023, leading all MLB players. His endorsements include New Balance, Fanatics, Topps, and Panini in the U.S., as well as high-profile brands such as Hugo Boss, Porsche Japan, Mitsubishi Bank, and Seiko Watch in Japan.
Shohei Ohtani has been shining off the field too for years now modeling in partnership with Hugo Boss 🔥💙
There are some of the NHL players who have bagged some good endorsement deals, but none of the players have lifetime agreements with major brands till now. Let’s have a look at those players.
Sidney Crosby: Serving as the captain of the Pittsburgh Penguins, Crosby has emerged as a prominent figure in the NHL, securing endorsement agreements with companies such as Reebok, Tim Hortons, and Gatorade. In 2010, he inked a profitable agreement with Reebok valued at $1.4 million annually for five to seven years, making it the most lucrative endorsement deal in NHL history at that time.
Connor McDavid: The leading forward for the Edmonton Oilers has formed solid partnerships with companies like CCM, Rogers Communications, and Adidas. His superiority on the ice has led to achievements off the ice, with endorsements adding around $4.5 million to his annual income of $12.5 million.
Quick run last night with a whole new energy boost. Loving the new #UltraBoost 21 – thank you adidas for the energy return, are you going to be able to keep up Lenny?⚡️@adidasCA pic.twitter.com/1FW0eUWr5b
Alex Ovechkin: The all-time leading scorer for the Washington Capitals has partnered with leading brands such as Nike, Gatorade, and Bauer. Ovechkin earns approximately $10 million in salary and another $4 million through endorsements, as his exciting performances and love for the sport have made him a favorite among fans.
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