Biggest Brand Endorsement Deals of 2024 in Sports: Athletes and Deals

2024 has seen some remarkable brand endorsement deals in the sports world, with both established athletes and emerging stars signing groundbreaking contracts with major brands. These partnerships are not just about the athletes but also reflect how brands are investing in influential figures to reach new audiences, expand market presence, and drive sales through the power of sports. Here’s a closer look at the biggest sports endorsement deals of 2024.

1. Shohei Ohtani & New Balance

Sport: Baseball (MLB)

Signing Date: January 2023 (extended)

Details: New Balance secured Shohei Ohtani, one of baseball’s biggest stars, in a multi-year deal that solidifies their presence in the MLB. Known for his prowess as both a pitcher and hitter, Ohtani has redefined what’s possible in baseball. This partnership is New Balance’s first major endorsement with a baseball player of Ohtani’s caliber, and it aims to expand their reach to a broader global audience, especially in Japan, where Ohtani is a beloved figure.

Impact: Ohtani’s influence will enhance New Balance’s global reputation in baseball, particularly in the Japanese and North American markets. The collaboration includes signature apparel and footwear lines, providing fans with products directly associated with Ohtani’s style and performance, which is expected to have a significant influence on baseball fashion and performance gear.

2. Carlos Alcaraz & Rolex

Sport: Tennis

Signing Date: 2022, (rebranded for 2024 Wimbledom)

Details: Rolex, a brand synonymous with luxury and excellence, added young tennis sensation Carlos Alcaraz as its ambassador. Alcaraz’s explosive talent and rising fame on the ATP tour align well with Rolex’s reputation for elegance and high performance. This partnership places Alcaraz alongside some of the greatest names in tennis who have represented Rolex, such as Roger Federer and Stefanie Graf.

Impact: Alcaraz’s association with Rolex signals the brand’s commitment to the next generation of tennis greats. This deal will likely enhance Rolex’s visibility among younger audiences who admire Alcaraz’s energy and ambition. Rolex’s backing can also elevate Alcaraz’s image globally, merging the prestige of luxury with the drive of a rising tennis star.

3. Jude Bellingham & Adidas

Sport: Soccer (Real Madrid, England National Team)

Signing Date: Since 2020

Details: In an exclusive deal, Adidas signed Jude Bellingham, the young soccer prodigy making waves in both La Liga and for England’s national team. Bellingham’s performance on the field and his charisma off it have made him a highly marketable athlete. Adidas plans to launch a line of soccer cleats and apparel with Bellingham, particularly targeting youth and European markets.

Impact: This partnership is crucial for Adidas, as they aim to expand their influence in soccer beyond their legacy players. Bellingham’s popularity with younger fans strengthens Adidas’s position in the soccer market and showcases the brand’s commitment to supporting the next generation of soccer legends.

4. Sha’Carri Richardson & Nike

Sport: Track and Field

Signing Date: June 2024

Details: Track star Sha’Carri Richardson signed a new deal with Nike, which not only includes custom apparel and performance shoes but also emphasizes Nike’s backing of her powerful message around resilience and mental health. Richardson’s comeback story has inspired a generation, and Nike’s support reinforces their reputation for standing by athletes through personal and professional highs and lows.

Impact: Richardson’s influence extends beyond the track, resonating with audiences who value authenticity and perseverance. Her endorsement with Nike will likely attract more young fans to the brand, enhancing Nike’s influence in track and field and empowering Richardson to inspire future athletes.

5. Angel Reese & Reebok

Sport: Basketball (LSU Women’s Basketball)

Signing Date: October 2024

Details: NCAA basketball star Angel Reese secured an endorsement with Reebok, becoming the latest face of the brand’s re-emergence in the basketball market. Reese is set to release her own signature sneaker with Reebok, slated for 2026. Known for her skills and bold personality, Reese brings energy to Reebok as they revamp their basketball apparel and footwear.

Impact: Reese’s deal is significant for both her and Reebok. For Reebok, this deal signals a strategic move to connect with younger audiences through college basketball. For Reese, the endorsement cements her place as a leading figure in women’s college sports and positions her as an icon in basketball culture.

6. Stephen Curry & Under Armour

Sport: Basketball (NBA - Golden State Warriors)

Signing Date: October 2024 (Extension)

Details: Stephen Curry extended his contract with Under Armour, solidifying a long-term partnership with a brand that he has represented throughout his career. As part of the deal, Curry’s line of signature shoes and apparel will expand, and he’ll have a continued role in product innovation, particularly in developing basketball shoes that reflect his unique playing style.

Impact: Curry’s relationship with Under Armour has been transformative for both the player and the brand. This extension further strengthens Under Armour’s standing in basketball and ensures that Curry’s influence will continue to shape the brand’s offerings. It also underscores Under Armour’s commitment to developing products that cater to athletes who value performance and style.

7. Daniil Medvedev & Lacoste

• Sport: Tennis
• Signing Date: February 2024
• Details: Daniil Medvedev extended his partnership with Lacoste, a brand that has become a staple in tennis fashion. Medvedev’s collaboration includes a line of eco-friendly tennis apparel, aligning with Lacoste’s goals of sustainability. Medvedev’s no-nonsense style on the court complements Lacoste’s classic yet innovative designs.

• Impact: Medvedev’s endorsement reinforces Lacoste’s heritage in tennis and appeals to fans who appreciate high-performance sportswear with a touch of sustainability. The collaboration will strengthen Lacoste’s position in the tennis market and increase its appeal to environmentally conscious consumers.

8. Charles Leclerc & Puma

Sport: Formula 1 (Ferrari)

Signing Date: July 2024

Details: F1 driver Charles Leclerc renewed his partnership with Puma, which now includes a signature line of racing apparel and footwear. As one of Ferrari’s leading drivers, Leclerc’s popularity in F1 aligns well with Puma’s sports-driven ethos. The deal emphasizes Puma’s commitment to high-performance, motorsport-inspired products.

Impact: Leclerc’s endorsement allows Puma to further establish itself in the motorsports industry. His role as a brand ambassador will resonate with F1 fans and car enthusiasts, helping Puma reach a demographic that values speed, precision, and style.

9. Alexander Zverev & Adidas

Sport: Tennis (Team Germany)

Signing Date: August 2024

Details: German tennis player Alexander Zverev signed an extended deal with Adidas, with a particular focus on his involvement in Team Germany. Zverev’s collaboration includes a line of performance tennis shoes and apparel, emphasizing Adidas’s commitment to excellence in tennis.

Impact: This partnership enhances Adidas’s presence in tennis and showcases Zverev as a prominent ambassador for German athletes. His influence, combined with Adidas’s innovation, helps the brand connect with a global audience that follows the Grand Slam circuit and international tennis tournaments.

10. 13-Year-Old Soccer Star McKenna Whitham & Nike (NIL Deal)

Sport: Soccer

Signing Date: September 2024

Details: In an unexpected move, Nike signed a 13-year-old soccer prodigy, Whitham, to a Name, Image, and Likeness (NIL) deal, making them one of the youngest athletes to receive such an endorsement. The deal includes access to Nike’s training programs and mentorship, setting Whitham up as a future face of the brand.

Impact: This partnership represents Nike’s long-term vision for athlete development and its focus on nurturing future talent from a young age. Whitham’s NIL deal underscores Nike’s commitment to grassroots sports and positions the brand at the forefront of youth sports development.

Conclusion

These deals highlight how brand endorsements in sports are evolving, with companies looking for new ways to connect with audiences. From college athletes like Angel Reese breaking into mainstream endorsement to seasoned stars like Stephen Curry securing brand extensions, these partnerships reflect a dynamic mix of experience and fresh talent. Whether it’s sustainability, luxury, or community impact, each deal showcases the power of sports figures in driving brand growth and influence on a global scale.

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