NBA Stars Converge on the Bay Area for the 2025 All-Star Game
The basketball world is buzzing as the NBA’s biggest stars descend upon the Bay Area this weekend for the 2025 All-Star Game. Among the most anticipated reunions is the trio of Stephen Curry, Kevin Durant, and LeBron James, who not only starred on last summer’s U.S. Olympic gold medal team but have also been dominating the basketball narrative for over a decade. James, now 40, has been a consistent force since his debut, while Curry and Durant, at 37 this year, continue to captivate audiences with their incredible skills and business acumen. These three veterans have collectively earned 47 All-Star Game selections, solidifying their status as the league’s on-court originals. Off the court, their success is equally remarkable, with combined endorsement earnings of $230 million in the past year alone.
Stephen Curry: The Modern-Day Phenom
Stephen Curry, the point guard for the Golden State Warriors, is a trailblazer both on and off the court. Last year, Curry’s estimated off-court earnings reached $100 million, making him the second-highest-paid athlete globally according to Sportico’s annual list. His primary sponsor, Under Armour, signed him to a lucrative long-term contract extension, complete with a $75 million worth of restricted stock units set to vest in 2029 and 2034. This deal not only underscores Curry’s enduring marketability but also positions him for significant financial gains in the future. Beyond his shoe deal, Curry has a diverse portfolio of endorsement partners, including JPMorgan Chase, Callaway, Rakuten, Panini, USA Sports Marketing, Fanatics, and Simplicity. His entrepreneurial ventures, such as Unanimous Media, which produces films, TV shows, books, and podcasts, and Penny Jar Capital, his venture investment firm, further highlight his business savvy. Curry’s "Underrated Tour" and Gentleman’s Cut Bourbon brand are testament to his commitment to amplifying overlooked talents and crafting unique consumer experiences.
LeBron James: The King’s Legacy
LeBron James, often referred to as the "King," has been the NBA’s top earner for the past 11 seasons, with only Kobe Bryant managing to outearn him in 2012-13. Last year, James added two lucrative deals with Fanatics and DraftKings to his already impressive endorsement portfolio, which includes Nike, PepsiCo, Taco Bell, and Beats. His estimated off-court earnings of $85 million are a testament to his enduring appeal and brand power. Off the court, James has built a formidable business empire centered around SpringHill Company, which encompasses SpringHill Entertainment, Uninterrupted, and Robot. He also holds stakes in Fenway Sports Group, Lobos 1707 Tequila, and Blaze Pizza, showcasing his strategic investments across various industries. James’ involvement in the PGA Tour as a strategic investor further illustrates his diversified approach to wealth creation. Despite turning 40 in December, James remains a dominant force both on and off the court, and his continued success is a source of inspiration for the next generation of players.
Kevin Durant: The Business Mogul
Kevin Durant, the Brooklyn Nets forward, is another powerhouse in the NBA’s financial hierarchy. His estimated $45 million in off-court earnings last year comes from a robust endorsement portfolio featuring Nike, FanDuel, and NBA 2K, among others. Durants newest partner, energy drink Prime, joins this prestigious list, indicating his increasing popularity and marketability. In 2016, Durant and his business partner Rich Kleiman founded 35V, a sports and entertainment company that operates the media network Boardroom, covering sports, entertainment, and culture. Durant’s sports-focused investments are equally noteworthy, including stakes in Athletes Unlimited, Gotham FC, League One Volleyball, Philadelphia Union, Premier Lacrosse League, Major League Pickleball, and TMRW Sports. His multifaceted approach to business and his continued excellence on the court position him as a role model for aspiring athletes.
The Next Generation: Shai Gilgeous-Alexander and Anthony Edwards
As the older stars continue to shine, the NBA’s sneaker brands are on the lookout for the next big thing. Two young players who have recently cashed in are Shai Gilgeous-Alexander and Anthony Edwards. Gilgeous-Alexander, the guard for the Oklahoma City Thunder, joined NBA MVP Nikola Jokić as the only unanimous All-NBA First-Team member last season. His exceptional play has made him a frontrunner for this year’s MVP award. Converse signed him to a deal estimated at $15 million annually, and in December 2024, fans were treated to the first look at his debut signature shoe. Gilgeous-Alexander also signed a multimillion-dollar agreement with Panini for autographs and memorabilia, solidifying his status as a rising star.
Anthony Edwards, the wing player for the Minnesota Timberwolves, signed his own eight-figure-a-year extension with Adidas, a brand that has prominently featured him in its marketing campaigns. Edwards’ first signature shoe, launched in December 2023, was a hit and further boosted his marketability. His other partners include Sprite, Fanatics, Chipotle, Bose, Hisense, Call of Duty, and Panini. These deals not only reflect the players’ talent and popularity but also the brands’ confidence in their future potential, setting the stage for a new era of NBA superstars.
The Importance of Off-Court Earnings in the NBA
While NBA player salaries are regulated by maximum salary rules tied to the salary cap, personal accolades, years in the league, and team tenure, the real distinction in the league’s financial hierarchy is often found in off-court earnings. These earnings are primarily driven by shoe deals, which are typically the most significant sponsorships for NBA players. All-Star weekend serves as a crucial platform for sneaker brands to showcase their special activations and product launches, leveraging the star power of the league’s top players. The summer months, particularly in Asia, are another key period for brands to tap into the global appeal of NBA stars, organizing overseas trips and marketing campaigns.
Methodology and Overview of the Top 10 Earners
Sportico’s estimation of off-court earnings for 2024 is based on conversations with those familiar with NBA endorsement deals. This includes royalties from sneaker deals, earnings from memorabilia, appearances, media projects, and businesses tied to the players’ celebrity. Investment income is excluded unless it is directly connected to an endorsement agreement. The figures presented are pre-tax and pre-agent fees, providing a comprehensive look at the financial landscape of the NBA’s top earners. The top 10 players earned an estimated total of $386 million off the court last year, highlighting the significant role that endorsements and business ventures play in the financial success of NBA stars. As the league continues to evolve, the off-court earnings of these players will likely play an increasingly important role in shaping the future of basketball.
