Some athletes collect endorsement checks. Others build entire business empires off of them. The brightest stars didn’t just lend their name to a brand—they used it as a launching pad to create something much bigger than sports.
From sneakers and headphones to tequila and production companies, these athletes turned their fame into long-lasting fortunes. Here are 15 athletes who didn’t just cash in—they built something.
15. Patrick Mahomes
Mahomes didn’t just sign endorsement deals—he made investment moves. From part ownership of the Kansas City Royals to deals with Adidas and a stake in Whataburger, he’s building a diversified empire while still in his prime.
14. Naomi Osaka
Osaka’s deals with Nike, Louis Vuitton, and Levi’s made her one of the highest-paid female athletes ever. She launched her own skincare line and media company, turning early partnerships into platforms for ownership.
13. George Foreman
Everyone laughed at the grill deal—until it made him over $200 million. Foreman’s endorsement legacy is now more valuable than his boxing titles.
12. Tom Brady
Brady didn’t just endorse products—he launched TB12, a full wellness and lifestyle brand. Add in his media company and apparel ventures, and he’s still winning in retirement.
11. Roger Federer
Federer left Nike for Uniqlo in a deal that shocked the sports world, but he bet on himself. Then he quietly invested in On Running, which went public and made him a fortune.
10. Serena Williams
Serena didn’t just dominate tennis—she dominated the business world, too. She’s created a lasting empire from Nike and Gatorade to investing in startups and launching her venture fund.
9. David Beckham
Beckham parlayed his looks and brand into deals with Adidas, Pepsi, and beyond. Now he’s a co-owner of Inter Miami CF, showing how influence can become equity.
8. Tony Hawk
The Birdman became a branding legend by turning skateboarding into a global product. His video games, gear, and image licensing created a strong business empire.
7. Stephen Curry
Under Armour’s gamble on Steph turned into a game-changing deal. Now he has his own Curry Brand and production company, showing he’s as smart off the court as on it.
6. Derek Jeter
Jeter turned his calm confidence into long-term deals with Gatorade, Ford, and Nike. Then he founded The Players’ Tribune and joined ownership ranks in sports media and MLB.
5. Arnold Palmer
Before athletes were brands, there was Arnold Palmer. His deal with Arizona Iced Tea turned a signature drink into a household name, and his business footprint was decades ahead of its time.
4. Maria Sharapova
Sharapova landed big deals with Nike and Porsche, but didn’t stop there. She launched Sugarpova, a candy brand that proved she could build her own business from scratch.
3. LeBron James
LeBron has turned endorsement deals into business ownership at every turn. From Nike’s lifetime contract to investments in Blaze Pizza, Beats, and a media empire, he’s playing chess.
Read More: Top 10 Golfers Who Got Rich Without Winning a Major
2. Magic Johnson
Magic endorsed brands early but turned his earnings into real estate, movie theaters, and Starbucks partnerships. He laid the blueprint for athletes becoming moguls.
Read More: 15 MLB Players Who Had “Modern” Swings Decades Before It Was the Norm
1. Michael Jordan
MJ didn’t just endorse Nike—he built a brand that still dominates decades later. The Jordan Brand is a billion-dollar empire that changed the endorsement game forever.
Read More: The 15 Most Marketable Athletes in Sports History
