What this ignores is players make more money from endorsements and being in a major media market increases your ability to gain lucrative endorsements. Nothing with salary can make up for that.
with the exception of lebron, NO ONE (from the nba) makes more in endorsements than they do in salary
if there are 450 nba players, are there more than twenty who make even $10 million annually in endorsements?
(turns out, the number is 18 - making 10 mil or more annually (if you say "more than 10 mil annually", the number drops to 12)
i just looked it up on sportico and what surprised me most was the vast differences in outside earnings (endorsements) between players.
this is a list of the top 100 athletes counting salary and endorsements (soccer players at the top):
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Cristiano Ronaldo was the highest-paid athlete in the world in 2025, earning $260 million.
www.sportico.com
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the "endorsement" leader (#8) is Ohtani with 100 million (but only 2.5 mil in "salary")
at #100 is OG Anuoby with a salary of $37,1 million and endorsements of .75 million ($750,000 - note the "point")
#93 is cade cunningham with a salary of $28.2 million but endorsements of $10 million
but #92 is Tyrese Maxey with a salary of $35 million but endorsements of only $3.5 million
and #91 is Darius Garland with a salary of $36.5 million and endorsements of only $2 million
i'm not sure why cade makes so much (outside money), compared to the other two (who are in bigger or same sized market as detroit)
tied at #84 are rudy gobert and d'aaron fox (tied in total earnings but fox makes $5 million outside of salary, rudy only 1.5 million)
at #81 is MPJ and #79 is a tie between La`Melo and Domas - total salaries: $122 million/endorsements total: $13 million
at #76 is franz wagner with $39 in salary and $3.5 million in endorsements
that is your bottom ten (out of the thirty nine nba players on the list)
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the list begins with three soccer players (renaldo, messi, ect) and juan soto (mlb)
first nba player (#5 on the list ) is lebron with a salary of $48.7 million and endorsements of 80 million
then curry (#7), durant (#9) and giannis (#13) with total endorsements of $145 million (annually) so THOSE guys are doing fine (even the guy in the "small market")
i hear people saying, "endorsements mean much more than salary" and for SUPERstars, that may be true.
in between 13 (giannis) and 100 (anunoby) are 34 other nba players making vastly different amounts in endorsements (none as extreme as the "top four")
below is just "minutiae"
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between 24 and 32, there are six more nba players (Ant, Embid, Tatum, Butler, Jokic and Booker) - endorsement money drops (Ant is at 20 mil, Tatum at 18 mil and the other four at 9 -11mil (annually)
the next group is at 37-40 (Luka, Shai, Lilliard and Towns) but they ALL make more than the previous set (in endorsements) - 15 mil, 20 mil, 15 mil and only 5 mil (Towns)
between 46 and 55, there are six more players, but only two (Harden, Mitchell) make double figures (in endorsements) - the "low man" is AD (3.5 mil)
there are four more nba players between 60 and 65 (two at 5 mil, two at 10 mil) - Zach is #61 (with 5 mil in endorsements)
there are no more double figure endorsement deals (except, oddly, Cunningham at #93 (10 mil)
Ja and Beal each make 36.5 mil (salary) and 8 mil (endorsements)
some players above Cunningham in the rankings have astonishingly low endorsement deals (Markkanen, Gobert and Siakam are at 1.5 mil - Domas and Garland are at 2 mil)
most of the rest are in the 3.5 - 5 mil range (Fox is at 5 mil)
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interesting (but not "on point") is that brock purdy (#50) makes 9 mil in endorsements, but travis kelsey (#54) makes 32 mil - gee, wonder why THAT is?
more than 1/3 of the players (almost 40%) on this list are from the NBA.
it's interesting to compare two nba superstars in the same market
Tatum (#27) makes 42.4 mil in salary but 18 mil in endorsements
Jaylen Brown (# 49) makes more in salary ($49,2 mil) but only 1.5 mil in endorsements
not sure why the disparity
likewise, Ant (#24) makes 20 mil in endorsements but Gobert (#84) only 1.5 mil
again, same market, big disparity
anyway, an interesting look at endorsements