The finances behind sports have grown astronomically in recent years, and sponsorship deals worked out between the biggest sports stars, franchises, and industries reflect this. Brands recognize the benefits of having the leading athletes and clubs publicize their names, and the money spent on these deals can be well worth it.
The gambling industry is at the forefront of sports sponsorships, using shirts, billboards, stadium naming rights, and other sponsorship avenues to associate their names with the top sports around the world.
The 15 Biggest Sponsorship Deals in Sports History
The largest sponsorship deals offer the sponsors long-term publicity, but there are also examples of successful and controversial campaigns.
In 2012, Danish soccer star Nicklas Bendtner was paid more than $250,000 to wear Paddy Power boxer shorts. He went on to reveal these after scoring a crucial goal. While he claimed they were just "lucky pants", he was fined more than $100,000 by European soccer's governing body, UEFA.
The press coverage this got for the betting operator was far more than they could have hoped, but the deals listed below blow the amount paid in this case out of the water.
The rise of online casinos has seen other sports enjoy big payouts. Licensed US betting sites, offshore operators, and the best sweep slots all offer US consumers a great choice of free and paid-for gambling options, and many of these are expanding their marketing reach by sponsoring sports stars like Mike Tyson, Cristiano Ronaldo, and Conor McGregor.
However, the biggest individual deals come from massive global brands that want to cement their positions as market leaders.
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WWE and Netflix
The WWE secured a record-breaking $5 billion deal with Netflix to become the home of Monday Night Raw and have access to its extensive back catalogue of classic matches and events. The synergistic deal has seen both benefit from improved coverage, and the 10-year agreement is set to continue the dominance of both.
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NFL and Verizon
Verizon scooped up the exclusive mobile streaming rights for the NFL in 2018 for $2.25 billion. The 5-year deal enjoyed a 10-year extension in 2021, protecting its long-term investment.
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NFL and Pepsi
Pepsi and the NFL worked out a 10-year, $2 billion deal in 2012, giving them exclusive advertising and pouring rights for NFL events, and the ability to use NFL logos in their advertising.
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Jordan and Nike
Michael Jordan's $1.5 billion deal with Nike has been in action since 1984, with his signature sneakers and clothing range collaboration one of the most iconic in history.
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LeBron and Nike
Nike was quick to back another massive name in basketball, with a $1 billion lifetime deal with LeBron James that started in 2003.
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Ronaldo and Nike
Cristiano Ronaldo also signed a $1 billion lifetime deal with Nike that began in 2016. The iconic soccer star is widely recognized as one of the best players in history, alongside Lionel Messi. Still playing at 40, he is the leading international goal scorer, leading Champions League goal scorer, and has more international caps than any other player.
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Messi and Adidas
Fans and critics have compared Messi and Ronaldo’s incredible careers, especially as the pair faced off against one another in Spain with Barcelona and Real Madrid. Not one to be outdone, Messi also secured a $1 billion sponsorship deal with Nike rival Adidas in 2017.
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NBA and Nike
Having already snapped up arguably two of the NBA's greatest ever players in MJ and LeBron, Nike also secured the long-term rights as the league's official uniform supplier. The deal was agreed in 2015 and came into operation in 2017.
The deal sees all 30 teams wearing Nike-branded kits, and they also have the rights for practice, warm-up, and fan gear. Nike recently signed a 12-year extension that extends to the WNBA and NBA G League, as well as the NBA.
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MLS and Adidas
Soccer is the biggest sport in the world, but the US has always put it below other major league sports like the NFL, NBA, NHL, and MLB. However, big-name signings like Beckham, Messi, and Ibrahimovic have helped to raise the profile of the game. Recognising its potential in 2017, adidas signed a 6-year deal worth $700 million and works similarly to Nike's NBA deal.
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Federer and Uniqlo
Roger Federer is a legend in the game of tennis, and in 2018, he signed a 10-year, $300 million deal with Uniqlo. This came after years with Nike, whose interest began to fade as his career wound down.
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Durant and Nike
While not as lucrative as the LeBron and MJ deals, Kevin Durant's $300 million Nike deal saw him benefit from a signature shoe line.
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McIlroy and Nike
Golf star Rory McIlroy won a dream brand deal with Nike in 2013, worth $250 million, before signing a $100 million contract extension for another 10 years in 2017.
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Curry and Under Armour
Steph Curry is another huge name in the NBA, and his 2013 deal with Under Armour raised a lot of eyebrows as it wasn't one of the usual big sports brands. The deal is worth $215 million and has been instrumental in bringing the brand greater American recognition.
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Woods and Nike
Tiger Woods was one of the biggest names in sports thanks to his domination of golf. He first became a Nike brand ambassador, and the sportswear giant continued its trend of tying up the world's top talent by working with him over a number of years. Woods' total deals with Nike are estimated to be around $200 million.
Woods turns 50 in December of this year, and his 16-year-old son Charlie could be the next in the family to scoop a big deal, having been ranked just outside the top 10 in the AJGA boys rankings.
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Harden and Adidas
Nike has cornered the NBA market to some extent, but in 2015, James Harden signed a $200 million, 13-year deal with Adidas that saw the creation of a signature shoe. Harding will also feature as a brand ambassador for Adidas at events and campaigns, while the brand has the rights Harding Harding-branded apparel.
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