On June 2, NBA star Stephen Curry signed a ten-year endorsement deal with Chinese sportswear brand Li-Ning. Neither side disclosed the value of the agreement, but industry accounts have largely converged around one figure: more than USD 400 million.
Citing multiple reports, 36Kr said Curry will receive a guaranteed annual endorsement fee of USD 30 million, a share of sales from his personal Curry Brand, and equity incentives tied to Li-Ning’s listed shares. The structure, combining a large guarantee, sales participation, and equity upside, resembles the kind of treatment Nike once gave Michael Jordan.
Curry brings a rare combination of performance record, traffic, and market appeal. He is widely regarded as one of the NBA’s most influential players and one of the greatest guards in league history.
In April, USA Today ranked Curry fourth on its list of the 25 greatest NBA players, behind only Jordan, LeBron James, and Kobe Bryant. Other sports media rankings have tended to place him lower, but Curry still offers much of what a sports brand wants in a global endorser.
Why Li-Ning made the bet
