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Athletes often become brand ambassadors to earn additional income from their success in sports. A certain athlete’s endorsement of a product can lead to an increase in sales for that product or products. Because of their success, personality, or charisma, sports personalities make great endorsers of sports-related companies, such as the likes of Nike and Adidas.
Many athletes are also paid to endorse beauty products, fashion lines, nutritional products, betting sites, electronic gaming developers, and even hotels and gyms. Furthermore, many athletes and celebrities also engage in business ventures, including buying stakes in companies or investing in start-ups. Some sports personalities also start their own companies, such as media companies and fashion brands.
Here are the highest-earning athletes off the field, from tennis stars to NFL legends. It’s not only sports stars who make money through business, though. Many celebrities engage in business ventures, and we’ve revealed the biggest celebrity entrepreneurs below.
Athletes who earned the most from business in 2024
Kathy Hutchins//shutterstock
LeBron James Sport - Basketball
Off-Field Earnings - $80,000,000
With an estimated net worth of $1 billion, LeBron James is one of the highest-earning athletes of today. Since January 2024 to date, James have earned $80m thanks to a strong portfolio of endorsement deals with major brands, including Nike, PepsiCo, Beats by Dre, and Walmart. His lifetime deal with Nike, in particular, is extremely lucrative, reportedly worth over a billion dollars. On top of this, the Basketball megastar also has a number of business ventures away from the court and these all play a significant part in his current earnings away from the court.
YES Market Media//shutterstock
Lionel Messi Sport - Football
Off-Field Earnings - $70,000,000
In 2024, Lionel Messi earned $70 million off the field through a mix of endorsements, business ventures, and investments. His major deals with Adidas, PepsiCo, and Budweiser are key contributors to this year's earnings, along with his own clothing line, "The Messi Store," and hotel chain, "MiM Hotels." The former La Liga star also invested in real estate and media ventures, adding to his income. Additionally, the 2022 FIFA World Cup winner benefits from licensing his image and making personal appearances.
Giannis Antetokounmpo Sport - Basketball
Off-Field Earnings - $65,000,000
In 2024, Giannis Antetokounmpo's net worth is estimated between $150-200 million. He earned $65 million off the court, primarily through lucrative endorsements with Nike, WhatsApp, Google, and Hugo Boss. His Nike signature shoe line is a major contributor to his income. Giannis also invests in real estate and various business ventures, adding to his wealth and it is fair to say that the Milwaukee Bucks stars' income streams are further reflecting his growing influence both on and off the basketball court.
| Earnings | |||||
|---|---|---|---|---|---|
| Rank | Athlete | Sport | Total | On-Field | Off-Field |
| 1 | LeBron James | Basketball | $128,200,000 | $48,200,000 | $80,000,000 |
| 2 | Lionel Messi | Soccer | $135,000,000 | $65,000,000 | $70,000,000 |
| 3 | Giannis Antetokounmpo | Basketball | $111,000,000 | $46,000,000 | $65,000,000 |
| 4 | Cristiano Ronaldo | Soccer | $260,000,000 | $200,000,000 | $60,000,000 |
| 4 | Shohei Ohtani | Baseball | $85,300,000 | $25,300,000 | $60,000,000 |
| 6 | Tiger Woods | Golf | $67,200,000 | $12,200,000 | $55,000,000 |
| 7 | Stephen Curry | Basketball | $102,000,000 | $52,000,000 | $50,000,000 |
| 8 | Kevin Durant | Basketball | $93,300,000 | $47,800,000 | $45,500,000 |
| 9 | Rory McIlroy | Golf | $80,100,000 | $35,100,000 | $45,000,000 |
| 10 | Neymar | Soccer | $108,000,000 | $80,000,000 | $28,000,000 |
| 11 | Patrick Mahomes | Football | $84,400,000 | $59,400,000 | $25,000,000 |
| 12 | Jon Rahm | Golf | $218,000,000 | $198,000,000 | $20,000,000 |
| 12 | Kylian Mbappé | Soccer | $110,000,000 | $90,000,000 | $20,000,000 |
| 12 | Scottie Scheffler | Golf | $59,200,000 | $39,200,000 | $20,000,000 |
| 12 | James Harden | Basketball | $55,800,000 | $35,800,000 | $20,000,000 |
| 16 | Klay Thompson | Basketball | $62,300,000 | $43,300,000 | $19,000,000 |
| 17 | Mohamed Salah | Soccer | $53,000,000 | $35,000,000 | $18,000,000 |
| 18 | Damian Lillard | Basketball | $61,900,000 | $45,900,000 | $16,000,000 |
| 19 | Erling Haaland | Soccer | $61,000,000 | $46,000,000 | $15,000,000 |
| 19 | Luka Doncic | Basketball | $55,100,000 | $40,100,000 | $15,000,000 |
| 21 | Jayson Tatum | Basketball | $45,900,000 | $32,900,000 | $13,000,000 |
| 22 | Lewis Hamilton | Auto Racing | $69,000,000 | $57,000,000 | $12,000,000 |
| 22 | Jimmy Butler | Basketball | $57,500,000 | $45,500,000 | $12,000,000 |
| 22 | Zion Williamson | Basketball | $46,100,000 | $34,100,000 | $12,000,000 |
| 25 | Justin Herbert | Football | $78,700,000 | $67,700,000 | $11,000,000 |
| 26 | Canelo Alvarez | Boxing | $85,000,000 | $75,000,000 | $10,000,000 |
| 26 | Joel Embiid | Basketball | $57,700,000 | $47,700,000 | $10,000,000 |
| 28 | Aaron Rodgers | Football | $80,800,000 | $71,800,000 | $9,000,000 |
| 28 | Devin Booker | Basketball | $45,200,000 | $36,200,000 | $9,000,000 |
| 30 | Anthony Joshua | Boxing | $83,000,000 | $75,000,000 | $8,000,000 |
| 30 | Nikola Jokic | Basketball | $56,100,000 | $48,100,000 | $8,000,000 |
| 30 | Kawhi Leonard | Basketball | $53,700,000 | $45,700,000 | $8,000,000 |
| 30 | Tyson Fury | Boxing | $50,000,000 | $42,000,000 | $8,000,000 |
| 34 | Bradley Beal | Basketball | $54,300,000 | $46,800,000 | $7,500,000 |
| 35 | Paul George | Basketball | $52,700,000 | $45,700,000 | $7,000,000 |
| 35 | Trae Young | Basketball | $47,300,000 | $40,300,000 | $7,000,000 |
| 37 | Karim Benzema | Soccer | $106,000,000 | $100,000,000 | $6,000,000 |
| 38 | Max Verstappen | Auto Racing | $81,000,000 | $76,000,000 | $5,000,000 |
| 38 | Anthony Davis | Basketball | $46,200,000 | $41,200,000 | $5,000,000 |
| 40 | Joe Burrow | Football | $100,000,000 | $96,000,000 | $4,000,000 |
| 40 | Sadio Mané | Soccer | $52,000,000 | $48,000,000 | $4,000,000 |
| 40 | Cameron Smith | Golf | $48,000,000 | $44,000,000 | $4,000,000 |
| 43 | Kirk Cousins | Football | $62,500,000 | $60,000,000 | $2,500,000 |
| 44 | Lamar Jackson | Football | $100,500,000 | $98,500,000 | $2,000,000 |
| 45 | Nick Bosa | Football | $68,000,000 | $66,500,000 | $1,500,000 |
| 46 | Max Scherzer | Baseball | $59,900,000 | $58,900,000 | $1,000,000 |
| 46 | Chris Jones | Football | $54,100,000 | $53,100,000 | $1,000,000 |
| 46 | Deshaun Watson | Football | $47,000,000 | $46,000,000 | $1,000,000 |
| 49 | Rashan Gary | Football | $46,800,000 | $46,500,000 | $300,000 |
| 50 | Brian Burns | Football | $51,700,000 | $51,500,000 | $200,000 |
NFL players who earned the most from business in 2024
NFL players spend long hours training, competing and traveling for their teams. But many also supplement their on-field income with off-field activities, such as brand endorsements, media deals and other business ventures. While not all NFL players have the same opportunities to make additional money, some've been able to capitalize on their fame and fortune to create huge wealth. Here are the top 3 NFL players who have had incredible off-field earnings in 2024
All-Pro Reels/flickr
Patrick Mahomes - $25,000,000 Off-Field Earnings
In 2024, Patrick Mahomes' net worth is estimated at $250-300 million, with $25 million in off-field earnings. His income comes from major endorsements with brands like Adidas, State Farm, and Oakley, as well as unique deals like Hunt’s Ketchup. Mahomes also has a minority ownership stake in the Kansas City Royals and invests in various startups. His media appearances further contribute to his earnings, solidifying his financial success along with the three Superbowl victories that he has picked up in the past five years.
Cal Sport Media / Alamy Stock Photo
Justin Herbert - $11,000,000 Off-Field Earnings
As of 2024, Justin Herbert's net worth is around $50 million, while the Los Angeles Chargers' Quarterback has earned $11 million off the field through endorsements with brands like Nike and PepsiCo. Herbert also benefits from investments in startups and real estate. Additional income comes from media appearances and public engagements and this goes alongside the $67.7m that he earned for his on-field efforts since the start of this year.
MPH Photos // Shutterstock
Aaron Rodgers - $9,000,000 Off-Field Earnings
Third on the list of NFL starts who earn the most off the field is Aaron Rodgers. As of 2024, Rodgers' net worth is about $200 million and the New York Jets' Quarterback has made $9 million in off-field earnings this year. That figure comes from endorsements with brands like State Farm and Adidas. In addition to this, the one-time Superbowl winner also currently profits from investments in startups and real estate, which also go along side a range of current media engagements.
| Earnings | ||||
|---|---|---|---|---|
| Rank | Athlete | Total | On-Field | Off-Field |
| 1 | Patrick Mahomes | $84,400,000 | $59,400,000 | $25,000,000 |
| 2 | Justin Herbert | $78,700,000 | $67,700,000 | $11,000,000 |
| 3 | Aaron Rodgers | $80,800,000 | $71,800,000 | $9,000,000 |
| 4 | Joe Burrow | $100,000,000 | $96,000,000 | $4,000,000 |
| 5 | Kirk Cousins | $62,500,000 | $60,000,000 | $2,500,000 |
| 6 | Lamar Jackson | $100,500,000 | $98,500,000 | $2,000,000 |
| 7 | Nick Bosa | $68,000,000 | $66,500,000 | $1,500,000 |
| 8 | Chris Jones | $54,100,000 | $53,100,000 | $1,000,000 |
| 9 | Deshaun Watson | $47,000,000 | $46,000,000 | $1,000,000 |
| 10 | Rashan Gary | $46,800,000 | $46,500,000 | $300,000 |
| 11 | Brian Burns | $51,700,000 | $51,500,000 | $200,000 |
NBA players who earned the most from business in 2024
The NBA is home to some of the world's most talented and beloved basketball players, but many of these stars are leveraging their fame to earn impressive paychecks off the court. From endorsement deals to their business ventures, there is a growing trend among athletes to utilize their popularity for more than just the game itself. Some of the most prominent examples of NBA stars with massive off-court earning power are LeBron James, Steph Curry and Kevin Durant.
The rise of NBA stars with massive off-court earning power is an inspiring reminder that hard work can pay off beyond the court too.
LeBron James - $80,000,000 Off-Field Earnings
With LeBron already mentioned as the top off-field earner at $80m in 2024. We should probabaly refer to the fact that also earned $48.2m for his on-field efforts. Taking his total 2024 earnings to $128.2m
Giannis Antetokounmpo - $65,000,000 Off-Field Earnings
Which also means we need to widen the earnings insight of Giannis Antetokounmpo. With him being third in the overall list, the $65m already mentioned goes alongside $46m for his recent efforts on the court, taking his total earnings to $111m.
Image: bbc
Steph Curry - $50,000,000 Off-Field Earnings
Third in the list of NBA icons who have earned the most away from the court is none other than Steph Curry. The Golden State Warriors talisman has a net worth of about $500 million, He earned $50 million off the field through major endorsements with Under Armour, Chase, and PepsiCo. Curry also benefits from business ventures, including his production company, Unanimous Media, and investments in tech startups. Not a bad little earner for the man who has won four NBA Championships in his career.
| Earnings | ||||
|---|---|---|---|---|
| Rank | Athlete | Total | On-Field | Off-Field |
| 1 | LeBron James | $128,200,000 | $48,200,000 | $80,000,000 |
| 2 | Giannis Antetokounmpo | $111,000,000 | $46,000,000 | $65,000,000 |
| 3 | Stephen Curry | $102,000,000 | $52,000,000 | $50,000,000 |
| 4 | Kevin Durant | $93,300,000 | $47,800,000 | $45,500,000 |
| 5 | James Harden | $55,800,000 | $35,800,000 | $20,000,000 |
| 6 | Klay Thompson | $62,300,000 | $43,300,000 | $19,000,000 |
| 7 | Damian Lillard | $61,900,000 | $45,900,000 | $16,000,000 |
| 8 | Luka Doncic | $55,100,000 | $40,100,000 | $15,000,000 |
| 9 | Jayson Tatum | $45,900,000 | $32,900,000 | $13,000,000 |
| 10 | Jimmy Butler | $57,500,000 | $45,500,000 | $12,000,000 |
| 11 | Zion Williamson | $46,100,000 | $34,100,000 | $12,000,000 |
| 12 | Joel Embiid | $57,700,000 | $47,700,000 | $10,000,000 |
| 13 | Devin Booker | $45,200,000 | $36,200,000 | $9,000,000 |
| 14 | Nikola Jokic | $56,100,000 | $48,100,000 | $8,000,000 |
| 15 | Kawhi Leonard | $53,700,000 | $45,700,000 | $8,000,000 |
| 16 | Bradley Beal | $54,300,000 | $46,800,000 | $7,500,000 |
| 17 | Paul George | $52,700,000 | $45,700,000 | $7,000,000 |
| 18 | Trae Young | $47,300,000 | $40,300,000 | $7,000,000 |
| 19 | Anthony Davis | $46,200,000 | $41,200,000 | $5,000,000 |
Football players who earned the most from business in 2024
Football is undoubtedly one of the most popular sports in the world, with millions of devoted fans around the globe. It's also one of the most profitable sports, with top players earning vast sums regularly. In this section, we will look at some of the highest earners in football and uncover why they are so successful. From lucrative contracts to international endorsements, these players have built impressive financial empires that keep them firmly at the top of their game. With all this in mind, let's take a closer look at some of the top off-field earners in football and find out what makes them so successful.
YES Market Media//shutterstock
Lionel Messi - $70,000,000 Off-Field Earnings
Lionel Messi has pulled clear at the top after earning $70m during 2024. This means the Argentine no longer has to share the mantle of top football earner off the field with Cristiano Ronaldo. Along with the $70m earned off the field, the Inter Miami forward also earned $65m on it, giving him total earnings of $135m.
Jose Breton- Pics Action//shutterstock
Cristiano Ronaldo - $60,000,000 Off-Field Earnings
He may have had a disappointing Euro 2024, but $60m worth of off-field earnings will go some way to softening blow for Cristiano Ronaldo. As of 2024, Cristiano Ronaldo's net worth is approximately $500 million while plying his trade with Saudi Arabian outfit Al Nassr. The mercurial Portuguese forward earned $60 million off the field through endorsements with brands like Nike and Herbalife. Ronaldo also profits from his CR7 business, which includes clothing and fragrances, as well as real estate investments.
Jay Hirano//shutterstock
Neymar Jr. - $28,000,000 Off-Field Earnings
Although still absent due to a long-term injury, that has not damaged Neymar's ability to earn big money while sitting on the sidelines. As of 2024, Neymar's net worth is around $200 million and he is contraced to Al-Hilal in the Saudi Pro League. He earned $28 million off the field through major endorsements with brands like Puma and Red Bull. Neymar also benefits from his Neymar Jr. brand, which includes clothing and other products. Considering his on-field salary is a cool $80m, his additional interests can be considered a nice little top up to his bank account.
| Earnings | ||||
|---|---|---|---|---|
| Rank | Athlete | Total | On-Field | Off-Field |
| 1 | Lionel Messi | $135,000,000 | $65,000,000 | $70,000,000 |
| 2 | Cristiano Ronaldo | $260,000,000 | $200,000,000 | $60,000,000 |
| 3 | Neymar | $108,000,000 | $80,000,000 | $28,000,000 |
| 4 | Kylian Mbappé | $110,000,000 | $90,000,000 | $20,000,000 |
| 5 | Mohamed Salah | $53,000,000 | $35,000,000 | $18,000,000 |
| 6 | Erling Haaland | $61,000,000 | $46,000,000 | $15,000,000 |
| 7 | Karim Benzema | $106,000,000 | $100,000,000 | $6,000,000 |
| 8 | Sadio Mané | $52,000,000 | $48,000,000 | $4,000,000 |
Celebrity entrepreneurs with the biggest fortunes
Celebrity brands tend to be quite successful. The edge that celebrities have over other start-ups is that they have already amassed a large following of fans and supporters, most of whom share a lot of their beliefs and are willing to support their businesses.
Since most celebrities have massive reach, many celebrity start-ups can also save money on the larger traditional marketing budgets needed by other beginner brands. Here are the celebrity entrepreneurs with the largest fortunes.
Joe Seer//shutterstock
Oprah Winfrey - Businesses: OWN, O, The Oprah Magazine
Net Worth: $2,800,000,000
Oprah Winfrey was a talk show host for 25 years before launching her TV channel, OWN, in 2011. According to Forbes, Oprah owns a 25.5% stake in OWN, which is worth over $65 million. Oprah Winfrey is also a co-owner of Weight Watchers, owning a 7% stake in the company, alongside her magazine, O, The Oprah Magazine. Oprah Winfrey is estimated to be worth a staggering $2.8 billion.
Maciej Rogowski Photo//shutterstock
Jay-Z - Businesses: ROC Nation, Tidal, Armand de Brignac Champagne, D’Usse cognac
Net Worth: $2,500,000,000
The first hip-hop artist to become a billionaire, Jay-Z may well be one of our most successful celebrity entrepreneurs. He started his business journey by founding the entertainment company Roc Nation back in 2008. In 2015, he purchased the streaming platform Tidal for $56 million. In 2017, Tidal was valued at $600 million, an astronomical $544 million increase in just 2 years. Jay-Z also owns a stake in Armand de Brignac Champagne worth around $50 million, and his total net worth is estimated at $2.5 billion.
Kathy Hutchins//shutterstock
Kim Kardashian West Businesses: Kim Kardashian: Hollywood, KKW Fragrance, KKW Beauty, Skims
Net Worth: $1,700,000,000
Kim Kardashian West has amassed an estimated net worth of $1.7 billion after launching several businesses, a mobile game, a line of personalized emojis, and a beauty line. When Kim launched KKW Beauty in 2017, the line sold out in just 3 hours and generated around $100 million in sales over 2018. Kim’s most recent line, Skims, once again sold out of several styles and sizes almost immediately after launch.
Rhianna Businesses: Fenty Beauty, Savage X Fenty lingerie, Fenty clothing line
Net Worth: $1,700,000,000
Rhianna has also amassed an estimated net worth of $1.7 billion after launching several businesses of her own. Her beauty brand, Fenty Beauty, has achieved significant success and high valuation since its 2017 launch. Her lingerie line, Savage X Fenty, is also highly profitable, known for its inclusivity. Additionally, Rihanna’s music career and smart investments in real estate and tech startups have added to her wealth
| Net Worth | |||
|---|---|---|---|
| Rank | Celebrity | Business(es) | USD |
| 1 | Oprah Winfrey | OWN, O, The Oprah Magazine | $2,800,000,000 |
| 2 | Jay-Z | ROC Nation, Tidal, Armand de Brignac Champagne, D'Usse cognac | $2,500,000,000 |
| 3 | Kim Kardashian West | Kim Kardashian: Hollywood, KKW Fragrance, KKW Beauty, Skims | $1,700,000,000 |
| 3 | Rihanna | Fenty Beauty, Savage X Fenty lingerie, Fenty clothing line | $1,700,000,000 |
| 5 | Sean ‘Diddy’ Combs | Combs Enterprises | $1,000,000,000 |
| 6 | Dr. Dre | Beats Electronics | $800,000,000 |
| 7 | Bono | Elevation Partners | $700,000,000 |
| 8 | Kylie Jenner | Kylie Cosmetics, Kendall + Kylie clothing line, the Kylie Shop official merchandise, Kylie Skin | $750,000,000 |
| 9 | Simon Cowell | Syco Music | $600,000,000 |
| 10 | Beyoncé | 22 Days Nutrition, Parkwood Entertainment | $540,000,000 |
| 11 | George Clooney | Casamigos | $500,000,000 |
| 11 | Mary-Kate and Ashley Olsen | The Row, Elizabeth and James | $500,000,000 |
| 11 | Robert De Niro | Nobu, Tribeca Enterprises, various other restaurants | $500,000,000 |
| 14 | Cindy Crawford | Meaningful Beauty, Cindy Crawford Home, Ladder | $400,000,000 |
| 14 | Francis Ford Coppola | Francis Ford Coppola Winery | $400,000,000 |
| 14 | Mark Wahlberg | Wahlburgers, AQUAhydrate | $400,000,000 |
| 14 | Reese Witherspoon | Hello Sunshine, Draper James | $400,000,000 |
| 18 | Ryan Reynolds | Aviation American Gin | $350,000,000 |
| 18 | Will Smith | Overbrook Entertainment | $350,000,000 |
| 20 | Serena Williams | Serena Ventures, Serena clothing line | $300,000,000 |
| 21 | Justin Timberlake | William Rast | $250,000,000 |
| 22 | Gordon Ramsay | Gordon Ramsay Holdings | $220,000,000 |
| 23 | Ashton Kutcher | A-Grade Investments | $200,000,000 |
| 23 | Gwyneth Paltrow | Goop | $200,000,000 |
| 23 | Jessica Simpson | Jessica Simpson Collection | $200,000,000 |
| 23 | Sarah Jessica Parker | SJP Beauty, SJP by Sarah Jessica Parker, SJP for Hogarth | $200,000,000 |
| 23 | Maria Sharapova | Sugarpova | $200,000,000 |
| 28 | Sofia Vergara | EBY, Sofia Jeans by Sofia Vergara, Sofia Vergara furniture collection, Fragrances by Sofia Vergara | $180,000,000 |
| 29 | Will Ferrell | Funny or Die | $160,000,000 |
| 29 | Matthew McConaughey | Wild Turkey Distilling | $160,000,000 |
| 31 | Drew Barrymore | Flower Films, Flower Beauty, Beautiful by Drew | $125,000,000 |
| 32 | Jessica Alba | The Honest Company | $100,000,000 |
| 33 | Venus Williams | V Starr Interiors | $95,000,000 |
| 34 | Lisa Vanderpump | Vanderpump Pets, LVP Sangria, various restaurants | $90,000,000 |
| 34 | Tyra Banks | Fierce Capital | $90,000,000 |
| 36 | Bethenny Frankel | Skinnygirl | $80,000,000 |
| 36 | Kate Hudson | Fabletics | $80,000,000 |
| 36 | Nas | QueensBridge Venture Partners | $80,000,000 |
| 39 | Khloe Kardashian | Good American clothing | $60,000,000 |
| 40 | Andrew Shue | CafeMom, DoSomething.org | $50,000,000 |
| 41 | Lauren Conrad | LC Lauren Conrad, The Little Market | $40,000,000 |
| 42 | Nicole Richie | House of Harlow | $40,000,000 |
Methodology
Forbes was used to source the off-field earnings of the biggest athletes and sports stars over 2024. Celebrities with their own businesses were sourced from online articles as well as Forbes.
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