Sponsorship deals are a huge part of the sports world, helping athletes and teams grow their careers and connect with fans. These deals aren’t just about money—they create some of the most famous brands, inspire fans, and even shape culture.
From Michael Jordan’s legendary partnership with Nike to Cristiano Ronaldo’s billion-dollar agreement, sponsorships have changed the way we see sports. They allow companies to reach millions of people while giving athletes the chance to build their legacy.
Here’s a look at some of the biggest sponsorship deals in sports history, including how much they’re worth, who’s involved, and what makes them so special.
| Athlete/Entity | Sponsor | Worth (USD) | Year Signed | Duration |
|---|---|---|---|---|
| Michael Jordan | Nike | $1.3 billion | 1984 | Lifetime |
| LeBron James | Nike | $1 billion+ | 2015 | Lifetime |
| Cristiano Ronaldo | Nike | $1 billion+ | 2016 | Lifetime |
| Manchester United | Adidas | $1.29 billion | 2014 | 10 years |
| David Beckham | Adidas | $160 million | 2003 | Lifetime |
| Tiger Woods | Nike | $1 billion | 1996 | Lifetime |
| Formula 1 | Aramco | $450 million | 2020 | 10 years |
| Roger Federer | Uniqlo | $300 million | 2018 | 10 years |
Michael Jordan and Nike
In 1984, Nike took a gamble by signing rookie NBA player Michael Jordan to an endorsement deal worth $500,000 annually over five years.
This deal led to the creation of the iconic Air Jordan brand, revolutionizing sports marketing. Over the years, the partnership has grown immensely, with Air Jordan generating more than $1.3 billion in revenue annually.
Michael Jordan continues to earn substantial royalties from the line, making it the most successful athlete endorsement ever.
LeBron James and Nike
In 2015, Nike secured a lifetime deal with basketball superstar LeBron James.
The agreement, estimated to exceed $1 billion, is only the second lifetime contract Nike has ever awarded. The partnership covers signature shoes, apparel, and branding that extend into LeBron’s post-playing career.
LeBron’s influence as a global icon has cemented this deal as a landmark in sports sponsorship.
Cristiano Ronaldo and Nike
Cristiano Ronaldo, one of the most marketable athletes in the world, signed a lifetime deal with Nike in 2016.
This agreement, also worth over $1 billion, includes Ronaldo’s signature line of CR7 boots, apparel, and campaigns. With his massive global following, Ronaldo remains a cornerstone of Nike’s marketing efforts in football.
Manchester United and Adidas
In 2014, Manchester United inked a record-breaking $1.29 billion (approximately £750 million at the time) 10-year deal with Adidas for kit sponsorship.
The agreement not only secured significant revenue for the club but also underscored the commercial power of Manchester United as a global brand. This deal replaced their previous partnership with Nike.
David Beckham and Adidas
In 2003, David Beckham signed a lifetime deal with Adidas worth $160 million. The agreement covers endorsements, apparel, and branding. Even after his retirement, Beckham’s global influence in sports and fashion continues to generate substantial returns for Adidas, showcasing the long-term value of this partnership.
Tiger Woods and Nike
Tiger Woods signed with Nike in 1996, a deal initially worth $40 million over five years.
Renewed multiple times, the partnership evolved into a lifetime deal. Nike benefited immensely from Woods’ dominance in golf, leveraging his success to strengthen its position in the golf equipment and apparel markets.
Formula 1 and Aramco
In 2020, Formula 1 signed a 10-year sponsorship deal with Saudi Arabian oil giant Aramco, reportedly worth $450 million.
The deal solidified Aramco as one of the global partners of F1, emphasizing sustainability efforts and innovation in motorsport.
Roger Federer and Uniqlo
In 2018, tennis legend Roger Federer signed a 10-year deal with Japanese brand Uniqlo worth $300 million.
This agreement ensured Federer’s association with the brand both during and after his career, marking one of the highest-earning endorsements in tennis.