Top 20 Most Marketable Players in the NBA

A new study ranks the top-20 most marketable NBA players.

NBA players have evolved into some of the world’s most marketable celebrities. It’s not uncommon for players to earn substantially more money off the court than they do from their NBA deals these days.

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While many businesses want to partner with NBA players, not all of them have the same level of reach, engagement, or consumer appeal. Some NBA stars are significantly more influential than others, according to a new study by The Action Network, which sought to determine which NBA stars provide the most bang for their buck.

NBA legend LeBron James takes the top spot. The multi-award-winning actor wins both the social and likeability categories, giving him a total index score of 14.18 out of 20. Is it really any surprise that LeBron James tops the list after winning four NBA Finals and four league MVP awards?

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LeBron is still recognized as one of the finest players on the field, which means he’ll be one of the most costly endorsement targets off it. With off-court earnings ($65 million) more than double his contract ($31.5 million), James was voted the fifth-highest paid athlete in 20211. To secure King James, any conceivable sponsorship offer would have to be astronomically expensive.

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Steph Curry is the NBA’s second-most marketable player, with an overall index score of 10.67 out of 20. The 33-year-old was named the 11th-highest-paid athlete in the world and had the eighth-highest off-court earnings ($40M)1 in 2021, thanks in part to his record-breaking sponsorship deals with Under Armour, Callaway, and CarMax. Derrick Rose (9.29), Devin Booker (8.96), and Luka Doncic (8.83) are the next three players in the top five.

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Below is the complete list of the top-20 most marketable NBA stars: