Six Biggest Athlete Endorsement Deals in the Modern Era (part 1)

Recently, almost every year, we have seen the biggest sports endorsements that we’ve ever imagined. The major source of income for athletes has shifted predominately towards endorsement deals. Here is a list of the largest endorsement deals in the modern era.

Steph Curry and Under Armour

Steph Curry and the world’s biggest shoe contracts of all time

Steph Curry stands at No. 9 on the Forbes list of World’s Highest-Paid Athletes in 2019. His annual contract with Golden State is exceeded substantially by his endorsement income of up to $42 million, with one of the world’s biggest shoe contracts of all time. This makes his endorsement deal with Under Armour become the fourth-highest one of any athlete globally and makes him become one of the highest endorsed athletes of all time.

Cristiano Ronaldo and Nike

Amongst the most recognizable faces in the world, the football superstar Cristiano Ronaldo is an ad man’s wet dream. He has a unique European and global influence which many NBA players as well as other athletes can’t compete with. His lifetime endorsement deal with Nike is set to exceed up to $1 billion, which makes him arguably the richest of all Nike sponsored athletes in the globe. He also rakes it in from other endorsements with brands like Herbalife, American Tourister, and EA Sports. He is the world’s third highest-paid athlete, and thanks to being one of the Nike lifetime athletes, he has the third most valuable endorsement package.

Tiger Woods and Nike

Before the infidelity scandal hit home in 2009, Tiger Woods was to become the first athlete to make $1 Billion. At the time, Tiger’s Nike endorsements equaled the largest endorsement deal for a professional athlete, and he was one of the world’s most endorsed athletes. In spite of Tiger losing a handful of his endorsers due to the incident, key sponsors such as Nike and EA Sports still stood behind him. With a redemption tale in full swing, he remained one of the highest-paid athletes of all time with a total wealth exceeding $1.5 Billion in 2018.

Fashion Brands endorsed by Cristiano Ronaldo

Cristiano Ronaldo is one of the highest paid athletes in the world. Forbes ranked the Portugal superstar as the third-highest paid athlete overall and the second-highest-paid football player in 2018. Here is a list of all the brands that internationally celebrated sportsman and style icon endorses.


In 2016, Nike announced a lifetime deal with global football icon Cristiano Ronaldo worth $1 Billion. It is only the third lifetime deal for the sports giant after LeBron James and Michael Jordan.

CR7 Cristiano Ronaldo Luxury Underwear

In November 2013, Cristiano in cooperation with the New York fashion designer Richard Chai and Scandinavian manufacturer JBS Textile Group, co-designed a range of underwear and sock line. CR7 represents Cristiano Ronaldo’s initials that are followed by his jersey number.

CR7 Cristiano Ronaldo Footwear

In April 2015, Cristiano Ronaldo launched a high-end yet accessible formal footwear collection, advancing his growing luxury fashion brand. CR7 Footwear delivers a range of styles and features his love of superior craftsmanship, premium quality, and modern yet classic style at the heart of the brand. Each CR7 Footwear piece is hand-crafted in Portugal by highly experienced footwear artisans and enables the style-conscious to truly step into CR7’s shoes. CR7 Footwear’s collection is divided into Basic, Premium, and Luxury collections for both men and boys with unique and varied styles including hand-sewn moccasins, trendy loafers, urban oxford shoes, real blake stitched classic derby shoes, colored desert boots, and authentic Goodyear welted styles.

CR7 Cristiano Ronaldo Blankets

In 2016, Cristiano Ronaldo signed a three-year partnership with Elite Team, an exclusive distributor of Denali® luxury sports blankets, to create an exclusive line of signature CR7 luxury blankets.

Tag Heuer

In 2014, Cristiano Ronaldo signed a personal endorsement deal with Tag Heuer, a widely-known Swiss watch brand, joining an illustrious roster of Tag Heuer sports stars and celebrities including WTA tennis champion Maria Sharapova, film actors Leonardo DiCaprio and Cameron Diaz, World Rally Champion Sébastien Ogier, Formula One World Champion Jenson Button, and 2013 America’s Cup winner Oracle Team USA.