The Evolution of Brand Endorsements in Professional Sports

12 May 2025

Brand endorsements in professional sports have come a long way. Decades ago, these deals were simple—athletes were paid to wear a brand’s gear or appear in commercials. Fast forward to today, and endorsements have turned into full-blown partnerships, influencing everything from product design to marketing campaigns.

But how did we get here? And what does the future hold for brand endorsements in sports? Let’s dive into the fascinating evolution of athlete-brand collaborations.

The Early Days: When Endorsements Were Just About Logos

In the early 20th century, professional athletes were rarely seen in commercials or advertisements. Many sports were still gaining popularity, and brands weren’t yet convinced that athletes could sell products.

However, that all changed in the 1920s when Babe Ruth, one of the biggest names in baseball, started endorsing everything from cigars to chocolate bars. While rudimentary by today’s standards, Ruth’s endorsement deals set the stage for future collaborations between sports stars and brands.

By the 1950s and 60s, big companies like Coca-Cola and Wheaties had begun cashing in on athlete endorsements through print ads and TV commercials. However, these deals were still relatively simple—brands paid athletes a lump sum to appear in ads, and that was about it.

The Sneaker Revolution: Athletes as Brand Ambassadors

The sneaker industry changed everything. The 1980s marked the beginning of a new era in athlete endorsements, particularly in basketball. One name stands out above the rest—Michael Jordan.

In 1984, Nike signed a rookie named Michael Jordan to an endorsement deal that would forever change sports marketing. The launch of Air Jordans wasn’t just about slapping MJ’s name on a shoe; it was an entire brand built around an athlete's persona. Suddenly, athletes weren’t just endorsing products—they were helping design them.

Jordan’s partnership with Nike paved the way for similar deals across different sports. Brands realized that athletes could be more than just part-time endorsers; they could be the face of a product, a lifestyle, or even a cultural movement.

The Social Media Boom: Athletes Control Their Brand

Fast forward to the 2000s and 2010s, and the internet completely changed the endorsement game. Social media platforms like Instagram, Twitter, and TikTok gave athletes a direct way to connect with their fans—without relying on traditional marketing campaigns.

Now, athletes aren’t just promoting brands in commercials; they’re endorsing products through personal posts, behind-the-scenes videos, and interactive content. The key difference? They have full control.

Take Cristiano Ronaldo, for example. With hundreds of millions of followers, his endorsement deals are worth millions because brands aren’t just paying for his face—they’re paying for access to his massive global audience.

Social media has also allowed lesser-known athletes to secure endorsement deals. You no longer need to be a household name to attract brand partnerships—if you have a loyal following, brands will take notice.

The Rise of Athlete-Owned Brands

Another major shift in sports endorsements has been the rise of athlete-owned brands. Athletes are no longer content with just lending their name to a company; they want to build their own businesses.

LeBron James has his own media company, SpringHill Entertainment. Serena Williams has invested in multiple fashion lines. Tom Brady launched TB12, a brand dedicated to fitness and nutrition. Athletes are realizing that they don’t just have influence—they have the power to create and control their own brands.

This trend is likely to continue as more athletes seek financial independence beyond their playing careers. Rather than simply endorsing a product for a paycheck, athletes now build businesses that align with their personal values and expertise.

The Influence of NIL in College Sports

One of the biggest recent shifts in sports endorsements is the introduction of Name, Image, and Likeness (NIL) rights for college athletes. For years, NCAA rules prevented student-athletes from profiting off their own brand. That changed in 2021 when the NCAA allowed college athletes to sign endorsement deals.

This has opened up a whole new world of opportunities. College stars can now land sponsorship deals, promote brands on social media, and even collaborate with major companies—all while still in school. Some high-profile college athletes are earning six- and seven-figure endorsement deals before they even turn pro.

This shift is not only changing the financial landscape for student-athletes but is also reshaping how brands approach sponsorship deals. Companies are now investing in younger talent, building relationships with athletes before they even reach the professional level.

The Future of Brand Endorsements in Sports

So, where is all of this headed? If recent trends are any indication, sports endorsements will continue to evolve in a few key ways:

1. More Personalized Partnerships

Athletes no longer want to just sign standard endorsement deals—they want partnerships that align with their personal brand. Expect to see more athletes collaborating on product development, co-owning businesses, and taking an active role in marketing strategies.

2. Increased Use of AI and Virtual Influencers

As technology advances, AI-generated influencers and virtual brand ambassadors could play a bigger role in marketing. Don’t be surprised if major sports brands start using AI to create digital versions of athletes to promote products in new and innovative ways.

3. The Expansion of NIL Opportunities

NIL is still in its infancy, but it’s already proving to be a game-changer in sports marketing. More college athletes—and even high school athletes—will likely start securing endorsement deals, leading to a younger generation of brand influencers.

4. The Power of Fan Engagement

Brands will continue to place a high value on athletes who can directly engage with their audience. Athletes who take the time to connect with fans through social media, podcasts, and other forms of content will remain in high demand.

5. More Investments in Athlete-Owned Brands

With more athletes launching their own businesses, brands may shift from hiring athletes as endorsers to partnering with them as co-creators. This shift could lead to more athlete-led companies dominating industries like fashion, fitness, and technology.

Conclusion: The Evolution Continues

Brand endorsements in professional sports have transformed significantly over the years. What started as simple sponsorship deals have evolved into dynamic partnerships that shape industries, influence culture, and redefine marketing strategies.

With the rise of social media, NIL rights, and athlete entrepreneurship, the future of sports endorsements is more exciting than ever. One thing is clear—the relationship between athletes and brands will continue to evolve, with both sides looking for more creative and authentic collaborations.