It’s time to give baseball legends Ty Cobb, Babe Ruth and Cy Young what they deserve. One century after they became the first pro athletes to promote various tobacco products, endorsements are what separate the women from the girls and the men from the boys in the money standings.
In this age of social media, a few high-profile players actually earn more from sponsorship deals than the games they play. These athletes reaped the most endorsement money in 2020.
How well do you know athletes? Test your knowledge with this highest-paid athletes quiz from Huge Quiz.
30. Anthony Joshua
Patrick Semansky / AP Photo
Sport: Boxing
Total earnings: $47 million
Endorsement earnings: $11 million
Top brand/company endorsements: Audemars Piguet, Beats Electronics, DAZN, Electronic Arts, Hugo Boss, Jaguar, Under Armour, William Hill
Note: Figures are from Forbes and include prize money, salaries and bonuses earned between June 1, 2019, and June 1, 2020. Those who were paid for seasons beyond that date were credited with full salaries. In the case of shortened seasons, salaries were reduced based on an estimate of cuts.
Bottom Line: Anthony Joshua
Patrick Semansky / AP Photo
At last check, this two-time unified heavyweight champion claims more than a dozen corporate partners. It seems that people are drawn to his rags-to-riches story, more than 17 million of them on social media alone.
Close to one-quarter of his income came via endorsements deals.
27. Mohamed Salah (Tie)
Frank Augstein / AP Photo
Sport: Soccer
Total earnings: $35.1 million
Endorsement earnings: $12 million
Top brand/company endorsements: Adidas, DHL International, Electronic Arts, ExxonMobil, Vodafone-USD
Bottom Line: Mohamed Salah
Jon Super / AP Photo
The Egyptian King has parlayed his immense popularity into a gaggle of sponsorships, most notably a multi-year, $56.7 million deal with Adidas that accounted for more than one-third of his annual income.
At 28, he’s already making plans for his next career. He started two real estate firms and one investment company in the first quarter of 2021.
27. Tom Brady (Tie)
David Duprey / AP Photo
Sport: Football
Total earnings: $45 million
Endorsement earnings: $12 million
Top brand/company endorsements: IWC Schaffhausen, Under Armour, Wheels Up
Bottom Line: Tom Brady
Ashley Landis / AP Photo
One would think that the GOMT (Greatest of Modern Times) would be higher on the list, but the New England Patriots quarterback strays from his TB12 brand about as often as he does the pocket.
Still, at 43 and one more guaranteed year on his contract, the old man does pretty well for himself.
27. Lewis Hamilton (Tie)
Darron Cummings / AP Photo
Sport: Auto racing
Total earnings: $54 million
Endorsement earnings: $12 million
Top brand/company endorsements: Bose, L'Oréal, Mercedes-Benz, Monster Energy, Police, Puma, Sony, Tommy Hilfiger, Vodafone-USD
Bottom Line: Lewis Hamilton
Oliver Multhaup / AP Photo
He’s 36 years young. He’s cooler than a weeping willow. He wins a lot. Why, he even wears Tommy Hilfiger underwear. Is it any wonder that he’s the most marketable personality in the sport?
In 2020, he added telecom Vodafone to his growing list of endorsements, which account for more than 20 percent of his bottom line.
26. Kylian Mbappe
Christophe Ena / AP Photo
Sport: Soccer
Total earnings: $33.8 million
Endorsement earnings: $13 million
Top brand/company endorsements: Electronic Arts, Hublot, Nike
Bottom Line: Kylian Mbappe
Lionel Cironneau / AP Photo
Sponsorships comprised nearly 40 percent of his income — and the Frenchman has barely scratched the bottom line. The Paris Saint-Germain phenom is only 22 and his contract expires after the 2021-22 season.
It doesn’t take a Hublot watch to know even better days are ahead of him.
25. Klay Thompson
Tony Avelar / AP Photo
Sport: Basketball
Total earnings: $38.8 million
Career endorsement earnings: $14 million
Top brand/company endorsements: Activision Blizzard, Anta Sports Products, Fanatics, Kaiser Permanente, Tissot
Bottom Line: Klay Thompson
Jeff Chiu / AP Photo
This Golden Warriors dead-eye once scored 60 points on 11 dribbles in one game. He outdid himself in the 2020-21 season, though, when he made a reported $38.8 million on zero dribbles while he rehabbed his left knee.
A slew of sponsorship deals made the layoff much easier.
24. Damian Lillard
Kelvin Kuo / AP Photo
Sport: Basketball
Total earnings: $37 million
Endorsement earnings: $14.5 million
Top brand/company endorsements: Adidas, Hulu, Panini
Bottom Line: Damian Lillard
Steve Dykes / AP Photo
This Portland Trail Blazers guard proves that it can pay to be a large fish in smaller ponds. His five-year, $139.9 million contract is on the short list of NBA players, while his long-term Adidas deal ranks among the most lucrative ever.
The Dame 6 model ($110) made its debut in the 2019-20 season.
23. Conor McGregor
John Locher / AP Photo
Sport: Mixed martial arts
Total earnings: $48 million
Endorsement earnings: $16 million
Top brand/company endorsements: 2K Sports, AT&T, Beats Electronics, Coca-Cola, GMC, Kia Motors, Nike, RIMOWA, Walmart
Bottom Line: Conor McGregor
John Locher / AP Photo
The man known as “Notorious” has had all of three bouts since late 2016, but he doesn't have to break much of a sweat these days.
He still raked in $48 million, in no small part because of a long list of sponsorship partners.
22. Kyrie Irving
Elise Amendola / AP Photo
Sport: Basketball
Total earnings: $41.9 million
Endorsement earnings: $18 million
Top brand/company endorsements: 2K Sports, Nike, Panini, Pepsi
Bottom Line: Kyrie Irving
Frank Franklin II / AP Photo
This Brooklyn Nets guard boasts the most popular Nike shoe among NBA players.
When he isn’t involved with his other business endeavors, the Duke product receives an average of $35.25 million to play basketball each season.
21. James Harden
Adam Hunger / AP Photo
Sport: Basketball
Total earnings: $47.8 million
Endorsement earnings: $19 million
Top brand/company endorsements: Adidas, Beats Electronics, BodyArmor, Stance Socks, State Farm Mutual Auto Insurance
Bottom Line: James Harden
Adam Hunger / AP Photo
This bearded face of Adidas will be paid upward of $200 as part of a 13-year agreement with the sportswear company.
Overall, approximately 40 percent of his income is derived from off-the-court business.
20. Zion Williamson
Derick Hingle / AP Photo
Sport: Basketball
Total earnings: $27.3 million
Endorsement earnings: $20 million
Top brand/company endorsements: 2K Sports, Fanatics, Gatorade, Mountain Dew, Nike, Panini
Bottom Line: Zion Williamson
Frank Franklin II / AP Photo
At 20, Williamson is the most marketable NBA player since LeBron James could retire today and live comfortably for the rest of his life. Nike pays him $1 million annually to promote the Jordan Brand alone, and that’s only a fraction of his endorsement income.
That’s not bad for a kid who has played less than 100 games professionally and never in the playoffs.
19. Virat Kohli
Rafiq Maqbool / AP Photo
Sport: Cricket
Total earnings: $26.6 million
Endorsement earnings: $24 million
Top brand/company endorsements: Audi, Colgate-Palmolive, Flipkart, Google, Hero MotoCorp, Puma, Uber, Valvoline
Bottom Line: Virat Kohli
Aijaz Rahi / AP Photo
We can debate whether cricket is a niche sport worldwide, but there is no argument that this Indian national team captain is the most popular figure in its history.
All except $2.6 million of his earnings came via endorsement contracts.
18. Neymar
Silvia Izquierdo / AP Photo
Sport: Soccer
Total earnings: $95.5 million
Endorsement earnings: $25 million
Top brand/company endorsements: Beats Electronics, DAZN, Electronic Arts, Gillette, Mastercard, Nike Red Bull, TCL
Bottom Line: Neymar
Daniel Apuy / AP Photo
His brand took a hit in 2020, when the Brazilian megastar and Nike parted ways late in the year.
There’s talk that rival Puma will ante up, but it may be hard-pressed to match the reported 11-year, $105 million deal that had one year left.
16. Jordan Spieth (Tie)
Ray Carlin / AP Photo
Sport: Golf
Total earnings: $27.6 million
Endorsement earnings: $26 million
Top brand/company endorsements: AT&T, NetJets, Rolex, Titleist, Under Armour
Bottom Line: Jordan Spieth
Matt York / AP Photo
Even though his World Golf Ranking has fallen into the drink since 2017 British Open victory, he remains one of the most marketable players on the tour.
His endorsement income dwarfs the $1.6 million that he earned in actual competition.
16. Rafael Nadal (Tie)
Andy Brownbill / AP Photo
Sport: Tennis
Total earnings: $40 million
Endorsement earnings: $26 million
Top brand/company endorsements: Babolat, KIA Motors, Nike, Richard Mille, Santandar, Telefonica
Bottom Line: Rafael Nadal
Michel Euler / AP Photo
As dominant as the Spaniard has been on the clay court, where he’s widely recognized as the GOAT, he’s even more successful off it.Nearly two-thirds of his $40 million earnings come from endorsement deals.
Popular? He often fetches more than $1 million for a public appearance.
15. Russell Westbrook
Frank Franklin II / AP Photo
Sport: Basketball
Total earnings: $56 million
Endorsement earnings: $27 million
Top brand/company endorsements: Nike, True Religion Apparel
Bottom Line: Russell Westbrook
\ Alex Brandon / AP Photo
Endorsements were responsible for nearly half of Westbrook’s income. In 2017, he agreed to a 10-year extension of his Jordan Brand agreement. One year later, he received his first signature shoe.
The SoCal product also owns five car dealerships in the Los Angeles area for good measure.
14. Giannis Antetokounmpo
John Bazemore / AP Photo
Sport: Basketball
Total earnings: $47.6 million
Endorsement earnings: $28 million
Top brand/company endorsements: 2K Sports, Hulu, Nike
Bottom Line: Giannis Antetokounmpo
Nick Wass / AP Photo
The Greek Freak does endorsements like few others in his sport — they accounted for nearly 60 percent of his annual income. In 2019, he struck it rich(er) with the release of the Zoom Freak 1 sneaker, the largest initial signature launch in Nike hoops history.
Soon to come: a Disney movie about his life story.
13. Rory McIlroy
Jae C. Hong / AP Photo
Sport: Golf
Total earnings: $52 million
Endorsement earnings: $30 million
Top brand/company endorsements: Nike, Omega, TaylorMade, UnitedHealth Group, Upper Deck
Bottom Line: Rory McIlroy
Gregory Bull / AP Photo
This Irish superstar reclaimed his No. 1 status in the World Golf Rankings in 2020, when he earned $22 million on the tour. The success had a ripple effect off the course, where only Tiger Woods and Phil Mickelson earned more money in the game.
The momentum carried into 2021, when Nike unveiled the Air Zoom Victory 2 shoe that he helped design himself.
12. Kei Nishikori
Michel Euler / AP Photo
Sport: Tennis
Total earnings: $32.1 million
Endorsement earnings: $31 million
Top brand/company endorsements: Asahi Group Holdings, Jaccs, Jaguar, Japan Airlines, Nike, Nippon Telegraph and Telephone, Nissin Foods, Uber, Uniqlo
Bottom Line: Kei Nishikori
Ben Curtis / AP Photo
Few athletes were hurt more in the pocket by the cancellation of the 2020 Olympic Games. A half-dozen of his corporate besties were official Olympics sponsors.
Hold the telethon, though. The 31-year-old Japanese star made ends meet just the same.
10. Serena Williams (Tie)
Hamish Blair / AP Photo
Sport: Tennis
Total earnings: $36 million
Endorsement earnings: $32 million
Top brand/company endorsements: Audemars Piguet, Beats Electronics, Bumble, Gatorade, JPMorgan Chase, Nike, Upper Deck, Wilson Sporting Goods
Bottom Line: Serena Williams
Chris Symes / AP Photo
The No. 1 female money-winner in tennis history covers even more ground off the court than on it. Would you believe that she earns eight times more in endorsements than athletic competition? Her diverse business interests include everything from a signature clothing line to a flock of start-up companies to a piece of the NFL Miami Dolphins franchise.
10. Novak Djokovic (Tie)
Michel Euler / AP Photo
Sport: Tennis
Total earnings: $44.6 million
Endorsement earnings: $32 million
Top brand/company endorsements: Asics, Head, Lacoste, NetJets, Peugeot, Seiko Watch Corp., Ultimate Software Group
Bottom Line: Novak Djokovic
Michel Euler / AP Photo
While the No. 1 money-winner ($144 million) in tennis history doesn’t need supplemental income, his many lucrative endorsements elevate him to otherworldly status. His Lacoste agreement is worth eight figures annually.
In 2020, Djoker added Peugeot to his list of conquests.
9. Lionel Messi
Joan Monfort / AP Photo
Sport: Soccer
Total earnings: $104 million
Endorsement earnings: $34 million
Top brand/company endorsements: Adidas, Huawei, Dolce & Gabbana, Jacob & Co
Bottom Line: Lionel Messi
Juan Mabromata / AP Photo
The Messis could live very comfortably in their mansion in suburban Castelldefels, Barcelona, on Lionel’s lifetime Adidas contract alone. As much as the global legend made off the endorsements, his day job fetched twice as much.
At 33, count on him to be on the patch for a while longer, whether it be with FC Barcelona or elsewhere.
8. Kevin Durant
Corey Sipkin / AP Photo
Sport: Basketball
Total earnings: $63.9 million
Endorsement earnings: $35 million
Top brand/company endorsements: Degree, Master & Dynamic, Nike, YouTube
Bottom Line: Kevin Durant
Marcio Jose Sanchez / AP Photo
The Brooklyn Nets part-timer played only 35 games in the last two regular seasons. So, who needs basketball when you have a YouTube channel with 800,000 subscribers that carries branded content for sponsors?
His media empire features Apple, ESPN Fox and Showtime, to name a few.
7. Phil Mickelson
David J. Phillip / AP Photo
Sport: Golf
Total earnings: $40.8 million
Endorsement earnings: $40 million
Top brand/company endorsements: Amgen, Callaway Golf, Heineken N.V., Intrepid Financial Partners, KPMG, Rolex
Bottom Line: Phil Mickelson
David J. Phillip / AP Photo
Who says there’s no prize for second place? In 2020, the runner-up to Tiger Woods on the career money list was an enormous success everywhere except on the course.
Not only did Lefty add Amstel Light and Melin (headwear) to his small army of sponsors, but Mickelson National Golf Club made its debut in Calgary, just north of the border.
6. Stephen Curry
Gerald Herbert / AP Photo
Sport: Basketball
Total earnings: $74.4 million
Endorsement earnings: $44 million
Top brand/company endorsements: Callaway Golf, Chase, Fanatics, Under Armour
Bottom Line: Stephen Curry
Jed Jacobsohn / AP Photo
The Golden State Warriors top gun has been on the fast track ever since the 2014-15 regular season, when he led them to a league record 72 victories. Six years later, nearly 60 percent of his $74.4 million income comes off sponsorship deals.
In 2020, he partnered with Oxigen beverage company, which produces premium water that does wonders for muscle recovery, so it claims.
5. Naomi Osaka
Andrew Brownbill / AP Photo
Sport: Tennis
Total earnings: $55.2 million
Endorsement earnings: $50 million
Top brand/company endorsements: All Nippon Airways, Bodyarmor SuperDrink, Mastercard, Nike, Nissan Motor Co., Nissin Foods Holdings, Procter & Gamble, Shiseido, Yonex
Bottom Line: Naomi Osaka
Hamish Blair / AP Photo
To understand the power of the endorsement deal, look no further than the highest-paid female athlete in the world.
The 23-year-old Japanese sensation parlayed a pair of Grand Slam victories into several lucrative sponsorships that consumed more than 90 percent of the bottom line.
2. Tiger Woods (Tie)
Phelan M. Ebenhack / AP Photo
Sport: Golf
Total earnings: $62.3 million
Endorsement earnings: $60 million
Top brand/company endorsements: Bridgestone, Discovery, Hero MotoCorp, Monster Energy, Nike, Rolex, TaylorMade, Upper Deck
Bottom Line: Tiger Woods
Stew Milne / AP Photo
His 2020 was literally a car wreck. Yet even in a season that saw him earn only $2.3 million on the links, his many other business ventures kept him on the straight and narrow.
The all-time PGA money-winner has earned roughly $1.5 billion in career endorsements, public appearances and course design fees.
2. LeBron James (Tie)
Rick Bowmer / AP Photo
Sport: Basketball
Total earnings: $88.2 million
Endorsement earnings: $60 million
Top brand/company endorsements: 2K Sports, AT&T, Beats Electronics, Coca-Cola, GMC, Kia Motors, Nike, RIMOWA, Walmart
Bottom Line: LeBron James
Mark J. Terrill / AP Photo
The primary reason that Bron-Bron took his talents from Cleveland to LaLa Land was to further his brand. Call it a done deal.
His endorsements more than doubled the $28.2 million that the Lakers pay him, in no small part because of lucrative production (SpringHill Entertainment) and media (Uninterrupted) companies. Can Beijing be next?
2. Cristiano Renaldo (Tie)
Andres Kudacki / AP Photo
Sport: Soccer
Total earnings: $105 million
Endorsement earnings: $60 million
Top brand/company endorsements: Altice, DAZN, Herbalife, MTG, Nike, Unilever
Bottom Line: Cristiano Renaldo
Ariel Schalit / AP Photo
This Portuguese megastar took a pay cut to join Juventus after the 2018 season. Maybe he should play it. Nearly 60 percent of his annual earnings comes away from the patch.
The guy is wildly popular on social media, where he claims 200 million followers, more than any pro athlete in the world.
1. Roger Federer
Andy Wong / AP Photo
Sport: Tennis
Total earnings: $106.3 million
Endorsement earnings: $100 million
Top brand/company endorsements: Barilla, Credit Suisse Group (ADS), Mercedes-Benz, Rolex, Uniqlo, Wilson Sporting Goods
Bottom Line: Roger Federer
Aaron Favila / AP Photo
At the ripe age of 39, this golden oldie finally reached the mountaintop in 2020, when he was the top money winner in pro sports for the first time in his career.
A monstrous 10-year, $300 million deal with Japanese apparel retailer Uniqlo triggered the avalanche two years earlier, only months after he briefly became the oldest person to be ranked No. 1 in the world.