With the NBA being the global sport that it is, it has made perfect sense for brands worldwide to try and capitalize on its popularity and generate as much revenue as possible. 

According to some estimates, the NBA has around 2.4 billion fans globally. While figures are hard to pinpoint and be accurate, there isn’t too much reason to argue with these numbers, even if they seem to be a little high.

Of course, the action that is played on the court attracts many, with fans enjoying the competitive nature the league has. At the same time, this has made the sport an attractive betting option, especially for those who like to add further excitement to their viewing experience.

Many will use the best NBA betting sites and combine the action with wagers, including player- or team-specific bets. Players like LeBron James, Luka Doncic, Steph Curry, and Shai Gilgeous-Alexander have made betting on player props very appealing. Given their scoring abilities, it has added an extra layer of excitement to basketball matches for fans.

The players mentioned have also added additional star appeal to brands worldwide. While their on-court performance has elevated them to widespread fame among sports fans, it has also made them influencers due to their marketability.

Which brands have capitalized on NBA player popularity?
Unsurprisingly, sports brands have been among the chief companies that have decided to use the popularity some of the NBA’s top stars have garnered to their advantage. They’ve achieved this by convincing players to sign endorsement and sponsorship deals.

Deals can appear in many ways, but for many NBA players, they’ve involved apparel, including signature footwear and merchandise. By manufacturing the product, the sportswear company has acquired the player’s image rights for those products, thus benefiting from the exclusivity and appeal they can bring.

Nike
Nike are perhaps the most evident when it comes to NBA players. We’ve seen legends of the game like Michael Jordan sign with the brand, which has made his Air Jordan line one of the biggest luxury and sports brands in the market.

Currently, Nike’s NBA player portfolio includes stars such as LeBron James, Kevin Durant, Giannis Antetokounmpo, Devin Booker, Ja Morant, and more. LeBron James and Kevin Durant are flagship Nike athletes, with LeBron having one of the most lucrative lifetime deals in NBA history. According to figures, he is expected to earn over $1 billion from the deal, which he signed in 2015. KD became just the third NBA player to receive a lifetime deal from Nike in 2023, building on the partnership that has been held since 2007, when he entered the league as a rookie.

Under Armour
Under Armour has recently stepped up in its efforts to use the NBA as a platform for its brand, with Steph Curry the most notable. However, that has recently come to an end. He had a long-term partnership with the brand and his own signature shoe and apparel line, the Curry Brand. According to some, the two brands didn’t generate the revenue that UA had hoped, leading to the end of the partnership.

They had also partnered with Joel Embiid at one point, but that deal ended in 2023 after five years.

Adidas
Adidas has big-name endorsers like Damian Lillard (who signed a lifetime extension), James Harden, and Anthony Edwards. At the end of 2024, it was announced that Lillard and Adidas had agreed to extend their partnership, with the NBA star set to earn over $600 million in career earnings from it and his playing salary. He has been a member of Adidas from the moment he entered the league in 2012

In 2015, Adidas and Harden agreed to a 13-year, $200 million deal after he left Nike. Nike chose not to match the stated offer that was known to be on the table. He has since admitted he wants a lifetime sneaker deal with the company once his contract expires in 2028.

Converse & Puma
Other sportswear manufacturers to have NBA players include Converse and Puma.

Converse signed Shai Gilgeous-Alexander (SGA) to a new multiyear contract with Converse in 2024 that includes a role as creative director of Converse Basketball and a signature shoe line, reportedly worth an average of $15 million per year. This builds on the initial deal he had in 2020. In the past, they even had Magic Johnson signed.

Puma has a deal with Indiana Pacers All-Star point guard Tyrese Haliburton, following his 2024 multi-year contract with the brand. He was with Nike at one point, but has since become the face of Puma.