LeBron James’ move to the Los Angeles Lakers in free agency in July 2018 brought star power back to the NBA’s glamour franchise. AT&amp;T hopes James can bring that same star power, and his millions of fans, to its latest offering.



Today, the&nbsp;<a href="https://www.forbes.com/sites/sarahhansen/2019/05/15/worlds-largest-telecom-companies-2019/#2c8aba756d4e">world’s largest telecom company</a>&nbsp;fully launches its new streaming service, AT&amp;T TV (not to be confused with AT&amp;T TV Now), with a national campaign featuring James and others celebrities like Missy Elliott, Tracy Morgan and Cookie Monster in a series of ads based on “TV Famous Mouths.”



James has dominated the NBA action on the court this season. He leads the league in assists and has the Lakers five and a half games ahead of the rest of the Western Conference in his 17th year in the NBA. Yet King James might be enjoying an even better year off the court, with a handful of new lucrative endorsement partners and the continued growth of his I Promise community.



The four-time NBA MVP’s sponsorship prowess and commitment to Akron schoolchildren converge with the multiyear AT&amp;T agreement. As part of the partnership, AT&amp;T’s technology and other resources will be allocated to the I Promise Village, which serves as transitional housing for families with students at the nearby I Promise School opened by James, his namesake foundation and the Akron school district in 2018.



“To have one of the biggest communications companies in the world believe in my kids and the work we’re doing to uplift families is incredible,” James said in a release announcing the agreement.



James already has a deep relationship with AT&amp;T through the company’s Warner Bros. Entertainment and HBO divisions. His production company, SpringHill Entertainment, partnered with Warner Bros. to develop the&nbsp;Space Jam 2&nbsp;film, which stars James and is set for a 2021 summer release.&nbsp;The Shop&nbsp;and&nbsp;Student Athlete&nbsp;are both SpringHill shows that appear on HBO. And Warner Bros. and Turner Sports&nbsp;<a href="https://www.warnerbros.com/news/press-releases/uninterrupted-secures-158m-financing-led-warner-bros-entertainment/" target="_blank" rel="noreferrer noopener">invested $15.8 million</a>&nbsp;in late 2015 in Uninterrupted, the digital multimedia company founded by James and his business partner Maverick Carter.



AT&amp;T joins James’ burgeoning endorsement portfolio, which also added Rimowa luggage, Walmart and the mental fitness app Calm over the past year. General Motors revealed James as its new pitchman last month&nbsp;<a href="https://people.com/sports/super-bowl-2020-lebron-james-gmc-ad/" target="_blank" rel="noreferrer noopener">during a Super Bowl ad</a>&nbsp;for the upcoming GMC Hummer EV. The above brands&nbsp;<a href="https://www.forbes.com/sites/kurtbadenhausen/2019/10/23/the-nbas-highest-paid-players-2019-20-lebron-james-scores-record-92-million/#29cb1fe4dae6">join James’ longtime sponsors</a>&nbsp;Nike, Coca-Cola, Beats and Blaze Pizza.&nbsp;Forbes&nbsp;estimates James will earn more than $60 million off the court this year, on top of his $37.4 million salary with the Lakers. Nike represents&nbsp;<a href="https://www.forbes.com/sites/kurtbadenhausen/2019/08/28/the-nbas-richest-shoe-deals-lebron-kobe-and-durant-are-still-no-match-for-michael-jordan/#476c1dac3d02">more than half</a>&nbsp;of his endorsement earnings.



James has incorporated many of his recent sponsors into his I Promise initiative, including AT&amp;T. Walmart stocks the school’s pantry, which is accessible 24 hours a day for the school’s families, with fresh and frozen food, toiletries and other basic necessities. The content on the Calm app is available to all I Promise students and staff.



AT&amp;T TV has been available in 13 cities to this point. It&nbsp;<a href="https://www.hollywoodreporter.com/news/at-t-launches-new-online-tv-service-as-video-customers-fall-1282026" target="_blank" rel="noreferrer noopener">enters a crowded streaming market</a>&nbsp;battling for cord-cutters, many of them subscribers of DirecTV, which AT&amp;T acquired in 2015 for $48.5 billion. AT&amp;T TV features an Android-based set-top box that acts like a Roku or Apple TV and offers live TV, DVR storage and on-demand titles that are also available on mobile devices.



AT&amp;T is banking on James to attract subscribers. His 150 million social media fans across Twitter, Instagram and Facebook are by far the most of any American athlete. <a href="https://www.forbes.com/sites/kurtbadenhausen/2019/08/03/social-medias-most-valuable-athletes-ronaldo-mcgregor-and-lebron-score/">The only athletes with more fans</a> are global soccer stars like Cristiano Ronaldo and Lionel Messi.



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<iframe loading="lazy" title="AT&amp;T TV Multi-Screen | AT&amp;T" width="500" height="281" src="https://www.youtube.com/embed/IsJ0BPC3Ij8?start=1&#038;feature=oembed" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>
</div></figure>



&#8211; <a href="https://www.forbes.com/sites/kurtbadenhausen/">Kurt Badenhausen</a>, Forbes Staff, Sports Business

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LeBron James Adds Multiyear AT&T Deal To His Endorsement Stable

NBA salaries have skyrocketed in recent years, but the biggest stars have earned more off the court than on it to this point in their careers. LeBron James, who tops the ranking for the 2019-2020 season, has made more than twice as much from endorsements than his $270 million in playing salary over his first 16 years. Kevin Durant’s on-court earnings of $187 million in 12 seasons is dwarfed by his current ten-year, $275 million Nike deal.



At $92 million, including salary and endorsements, James is the NBA’s highest-paid player for the sixth straight year. It is a record haul for an active basketball player. Nike is his biggest backer, and the company is naming a new research lab at its Beaverton, Oregon, corporate campus after James. Last month, the 17th iteration of his Nike signature shoe, the LeBron XVII, hit stores.



The four-time NBA MVP added a pair of endorsement deals in 2019 with Rimowa luggage and Walmart, which joined Coca-Cola, Beats By Dre, Blaze Pizza and NBA 2K in his sponsorship stable. 



He also has a budding digital media company, Uninterrupted, and a production firm, SpringHill Entertainment, which will release a sequel to the 1996 Michael Jordan vehicle&nbsp;Space Jam&nbsp;in conjunction with Warner Bros. in 2021. All of the off-court work is worth an estimated $55 million for James this season.



The Los Angeles Lakers star’s comments about the NBA’s geopolitical mess in China also reveal the precarious position everyone in the league is in as political unrest in Hong Kong shows no signs of abating. 



As the league’s 74th regular season tipped off Tuesday night, the NBA was still reeling from the crisis&nbsp;set off by a tweet&nbsp;from Houston Rockets GM Daryl Morey in support of Hong Kong’s pro-democracy protesters. 



Commissioner Adam Silver backed Morey’s right to free speech, but some players didn’t, including James, who&nbsp;called Morey&nbsp;“misinformed or not really educated” on the situation. “We love China,”&nbsp;said Rockets point guard James Harden.



It was a rare misstep for two of the league’s more media-savvy stars, both of whom have close ties to China. Adidas, which has Harden as the face of its basketball business, generated more revenue in China last year than in North America, and the Rockets are China’s most popular team after drafting native son Yao Ming in 2002. 



Nike’s China revenue topped $6 billion during the last fiscal year, and the country is a growth leader for the brand. James has represented Nike on 15 off-season trips to China. The sports giant pays James more than $30 million annually to pitch its products around the globe.



And the threat of losing its growth trajectory in China could have&nbsp;far-reaching consequences for team valuations.



But back at home, the financials of NBA franchises remain solid, which is good for player salaries. The league’s salary cap is soaring, fueled largely by the nine-year, $24 billion TV deal with ESPN and TNT signed in 2014. 



NBA players are entitled to 51% of the league’s “basketball-related income” as laid out in the collective bargaining agreement. The rich TV deal and budding international business means 46 players will earn a playing salary of at least $25 million this season,&nbsp;according to Spotrac. The $25 million club had zero members five years ago. And unlike in the NFL, every dollar is guaranteed upon signing.



<figure class="wp-block-image"><img decoding="async" src="https://specials-images.forbesimg.com/imageserve/5dae26dba210800006f01924/960x0.jpg?fit=scale" alt="The NBA's Highest-Paid Players"/></figure>



<figure class="wp-block-image"><img decoding="async" src="https://specials-images.forbesimg.com/imageserve/5dae36f1c538200007811159/960x0.jpg?fit=scale" alt="The Highest-Paid NBA Players - Dataviz"/></figure>



On-court salaries in the NBA are capped based on a player’s number of years in the league and accolades earned in cases in which an award like MVP entitles them to a bigger percentage of a team’s salary cap. 



So the pecking order for the elite stars is ultimately determined by their off-court income, with the shoe deal the biggest component of those earnings. There are ten active NBA players who will&nbsp;make at least $10 million&nbsp;from their shoe contracts this year, by&nbsp;Forbes’ count.



Stephen Curry comes in at No. 2 on the earnings list this year and is expected to generate $85 million this season, including $45 million off the court. Under Armour represents nearly half of his off-court income.



Curry’s $40.2 million salary from the Golden State Warriors is the highest in the history of the NBA; he’s in the third season of the five-year, $201 million contract he signed in 2017. Curry’s production company, Unanimous Media, has a development deal with Sony Pictures. 



Unanimous’ first movie,&nbsp;Breakthrough, was released in April, with Curry playing a role in marketing the Christian-oriented film, which grossed $50 million on a $14 million budget.



Durant has the NBA’s second-biggest annual shoe contract after James’ at an estimated $26 million this season. His total earnings from his playing salary and endorsements is $73 million. Nike sells more KD shoes in China than in North America, according to Durant’s business partner Rich Kleiman.



Like James and Curry, Durant has his own production company, which is co-producing a new basketball-themed drama,&nbsp;Swagger, that is inspired by Durant’s youth basketball experience and will air on the Apple TV+ streaming service.



The NBA’s ten highest-paid players are expected to earn a cumulative $600 million this year, including $250 million from endorsements, appearances, merchandise and media.



<figure class="wp-block-image"><img decoding="async" src="https://specials-images.forbesimg.com/imageserve/5dae275fc5382000078110fe/960x0.jpg?fit=scale" alt="A Closer Look At The NBA's Highest-Paid Players"/></figure>



<figure class="wp-block-image"><img decoding="async" src="https://specials-images.forbesimg.com/imageserve/5daf2c3ea210800006f02881/1920x0.jpg?fit=scale" alt="#10: Damian Lillard"/></figure>



Lillard signed a four-year, $196 million supermax extension in July with the Portland Trail Blazers that kicks in for the 2021-2022 season. The final year is worth $54.25 million for the 2013 NBA Rookie of the Year and four-time All-Star. Lillard’s Adidas shoe deal is worth roughly $10 million annually.



<figure class="wp-block-image"><img decoding="async" src="https://specials-images.forbesimg.com/imageserve/5dae1aae616a450007043fb2/1920x0.jpg?fit=scale" alt="#9: Giannis Antetokounmpo"/></figure>



The “Greek Freak” is eligible for a five-year, $248 million contract extension next summer with the Milwaukee Bucks. It would be the richest deal in the history of the sport. In June, Nike unveiled the first signature shoe, Zoom Freak 1, for the 2019 NBA MVP.



<figure class="wp-block-image"><img decoding="async" src="https://specials-images.forbesimg.com/imageserve/5daf2ca0b231a60006a598df/1920x0.jpg?fit=scale" alt="#8: Chris Paul"/></figure>



Only Curry will earn more on the court this season than Paul, who was traded to the Oklahoma City Thunder in July. Paul was an early investor and&nbsp;ambassador for Beyond Meat, whose stock price has quadrupled since its initial public offering in May.



<figure class="wp-block-image"><img decoding="async" src="https://specials-images.forbesimg.com/imageserve/5daf2d63b231a60006a598fa/1920x0.jpg?fit=scale" alt="#7: Klay Thompson"/></figure>



Thompson’s coach, Steve Kerr, says the sharpshooter is&nbsp;<a href="https://www.espn.com/nba/story/_/id/27901817/warriors-steve-kerr-says-klay-thompson-likely-miss-season-recovering-torn-acl" target="_blank" rel="noreferrer noopener">likely to miss the entire season</a>&nbsp;after tearing his ACL during the NBA Finals in June. But he’ll still collect his full $32.7 million salary—almost double last year’s—under the first season of the five-year, $190 million pact he signed in July. Thompson is the basketball face of Chinese shoe brand Anta.



<figure class="wp-block-image"><img decoding="async" src="https://specials-images.forbesimg.com/imageserve/5daf2db6a210800006f0288f/1920x0.jpg?fit=scale" alt="#6: Kyrie Irving"/></figure>



Irving joins his third team in four years this season. His four-year deal with the Brooklyn Nets is worth $136 million and includes an additional $4.3 million in potential incentives. A viral Pepsi ad campaign featuring Irving as the elderly Uncle Drew eventually led to a 2018 feature film; Irving has partial ownership of the character. Irving is another Beyond Meat investor.



<figure class="wp-block-image"><img decoding="async" src="https://specials-images.forbesimg.com/imageserve/5daf2e23a210800006f0289a/1920x0.jpg?fit=scale" alt="#5: James Harden"/></figure>



The 2018 NBA MVP purchased a minority stake in the Houston Dynamo of MLS this summer for $15 million. Harden also holds equity stakes in BodyArmor, Stance socks and Art of Sport. His salary with the Rockets jumps $8 million this season with the start of a contract extension he signed in 2017.



<figure class="wp-block-image"><img decoding="async" src="https://specials-images.forbesimg.com/imageserve/5daf3047616a450007044e8b/1920x0.jpg?fit=scale" alt="#4: Russell Westbrook"/></figure>



Westbrook’s five-year, $207 million contract is the largest deal in the NBA right now. The eight-time All Star extended his deal with Nike&#8217;s Jordan brand in 2017 for another ten years and in 2018 received his first signature shoe, the Why Not Zer0. Westbrook has averaged a triple-double for three straight seasons.



<figure class="wp-block-image"><img decoding="async" src="https://specials-images.forbesimg.com/imageserve/5db0bd83a210800006f04987/1920x0.jpg?fit=scale" alt="#3: Kevin Durant"/></figure>



Durant is likely to miss the entire season recovering from a torn Achilles tendon suffered in June during the NBA Finals. He’ll still pocket his full first-year salary from the Brooklyn Nets under the four-year, $164 million deal he signed in July. He’s invested in more than 30 startups, including Postmates and investing app Acorns.



<figure class="wp-block-image"><img decoding="async" src="https://specials-images.forbesimg.com/imageserve/5dae1d7a8591980006e63826/1920x0.jpg?fit=scale" alt="#2: Stephen Curry"/></figure>



The two-time MVP used some of his hoops money in June to buy a $31 million home in Atherton, California, with his wife, Ayesha. He also made a seven-figure donation this summer to Howard University to help launch a golf program at the school and recently signed an endorsement partnership with Callaway Golf. Curry became the only player to win the NBA MVP unanimously when he won his second of back-to-back awards in 2016.



<figure class="wp-block-image"><img decoding="async" src="https://specials-images.forbesimg.com/imageserve/5dae1dc0c538200007810fb8/1920x0.jpg?fit=scale" alt="#1: LeBron James"/></figure>



James signed an endorsement in 2019 with Walmart that is rooted in community work. He worked with the retail giant on its&nbsp;Fight Hunger. Spark Change.&nbsp;initiative, as well as the company’s back-to-school campaign. James is part of an investment group that owns 19 Blaze Pizza franchises across Illinois and Florida.



-Forbes; Kurt Badenhausen

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The NBA’s Highest-Paid Players 2019-20: LeBron James Scores Record $92 Million

“I’m not a businessman—I’m a business, man,” Jay-Z famously rapped more than a decade ago. It’s a lesson that NBA superstars are taking to heart as they recognize their ability to call the shots on and off the court. 



The biggest stars, including LeBron James, Stephen Curry and Kevin Durant, have set up companies to manage the opportunities in media, marketing and investing that come along with being global icons.



The NBA’s top 10 earners will make an estimated $540 million this year from salaries, endorsements, appearances, royalties and media pacts. 



The tally is up more than $180 million for hoops’ top earners from five years ago. James is the NBA’s highest-paid player for the fifth-straight year, with $88.7 million, including $53 million off the court. (Kobe Bryant was the last active basketball player to outearn King James.)



James, Curry and Durant are among the rare breed of players who make more off the court than on it. Endorsements provide the bulk of the off-court earnings for the trio. Shoe deals are the driving force, but these stars are increasingly pushing their personal brands into other areas.



James took control of his own marketing in 2006 when he launched what is now LRMR Ventures. A Hollywood production company, SpringHill Entertainment, followed in 2008. 



It has created TV shows like The Wall and Survivor’s Remorse and is working on remakes of the films House Party and Space Jam. James expanded his business empire with his digital media firm Uninterrupted in 2015. It got a boost via a $15.8 million investment from Time Warner the same year.



James has moved past the traditional endorsement model in many cases. He eschewed a $15 million <a rel="noreferrer noopener" href="https://www.forbes.com/sites/kurtbadenhausen/2017/04/26/lebron-james-walked-away-from-15-million-in-endorsement-money-from-mcdonalds/1" target="_blank">renewal of his endorsement deal</a> with McDonald’s to double down on Blaze Pizza, where he is an investor and franchisee. 



He teamed up last year with Cindy Crawford, Arnold Schwarzenegger and Lindsey Vonn to <a rel="noreferrer noopener" href="https://www.wsj.com/articles/lebron-james-other-celebrities-team-up-to-start-wellness-brand-ladder-1543320001" target="_blank">launch Ladder</a>, a health and wellness company, selling protein powders to start. James’ net worth is an <a rel="noreferrer noopener" href="https://www.forbes.com/sites/kurtbadenhausen/2018/11/20/how-lebron-james-built-a-net-worth-of-450-million/#ea330656cfaa" target="_blank">estimated $450 million</a>.



<a rel="noreferrer noopener" aria-label=" (opens in a new tab)" href="https://www.forbes.com/sites/kurtbadenhausen/" target="_blank">-Kurt Badenhausen</a>Forbes Staff

Tag: LeBron James

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LeBron James Adds Multiyear AT&T Deal To His Endorsement Stable

The NBA’s Highest-Paid Players 2019-20: LeBron James Scores Record $92 Million

The NBA’s Highest-Paid Players 2019: LeBron James Leads With $89 Million