The business of basketball continues to boom in 2025, with NBA superstars earning staggering sums through a combination of team salaries and lucrative endorsement deals. A newly released report ranks the top 20 highest-paid players in the league, revealing not only who dominates on the court, but also who reigns off it.
At age 40, LeBron James remains the NBA’s top earner, pulling in a combined $132.6 million, including $80 million from endorsements alone. His deals with Nike, Beats by Dre, and his own media ventures continue to make him a global icon and financial powerhouse.
Curry and Durant continue to command massive endorsement portfolios, while Giannis and Tatum are leveraging their MVP-caliber play into growing brand influence.
While salaries remain the foundation of player earnings, endorsements are increasingly driving total income. LeBron’s $80 million in off-court deals dwarfs most of his peers, but Curry, Durant, and Giannis are close behind. Younger stars like Edwards and Haliburton are also building strong brand portfolios.
These figures reflect the NBA’s global reach and the individual marketability of its stars. As media rights expand and international fanbases grow, players are becoming more than athletes, they’re brands, entrepreneurs, and cultural influencers.
