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The Business of Superstardom: 2025’s Highest-Paid Athletes
Forbes’ 2025 list is out, and it’s not just about raw talent — it’s about scale, strategy, and off-field execution. The top 10 earned more than $100M each, with Ronaldo clocking in at a record-breaking $275M. Here’s the analytical breakdown behind the big numbers.
Samuel Rogers
May 23, 2025
Top 10 Highest-Paid Athletes: 2025
Total Earnings: $1.4 Billion | 29% YoY Growth
Rank | Name | Sport | On-Field ($M) | Off-Field ($M) | Total ($M) | % Off-Field |
|---|---|---|---|---|---|---|
1 | Cristiano Ronaldo | Soccer | $200 | $75 | $275 | 27% |
2 | Stephen Curry | Basketball | $56 | $100 | $156 | 64% |
3 | Tyson Fury | Boxing | $110 | $36 | $146 | 25% |
4 | Dak Prescott | Football | $105 | $32 | $137 | 23% |
5 | Lionel Messi | Soccer | $70 | $65 | $135 | 48% |
6 | LeBron James | Basketball | $45 | $88.8 | $133.8 | 66% |
7 | Juan Soto | Baseball | $110 | $4 | $114 | 4% |
8 | Karim Benzema | Soccer | $90 | $14 | $104 | 13% |
9 | Shohei Ohtani | Baseball | $42.5 | $60 | $102.5 | 58% |
10 | Kevin Durant | Basketball | $45.4 | $56 | $101.4 | 55% |
Key Data Insights
1. Off-Field Monetization Is the Growth Engine
The average off-field earnings share among the top 10: 44%
LeBron, Curry, and Ohtani have more income from business and brand than sport
Equity stakes, production companies, and media rights are now core income streams
2. Regional Shift: Saudi Influence Rising
Ronaldo, Benzema, and other high-earners are capitalizing on Saudi Pro League's cash
Estimated $500M+ in Saudi-based sports salaries went to top-earning players this year alone
3. Basketball’s Commercial Power
3 of top 10 are NBA players, all earning over 50% off-court
NBA athletes have the highest endorsement-to-salary ratio in global sport
4. Baseball’s Boom: Deferred & Front-Loaded Deals
Juan Soto and Ohtani showcase the power of structure
Ohtani: Only $2M in salary this year but $60M in endorsements, thanks to his global brand
Macro Trends to Watch
Equity Over Endorsements: Athlete-founded brands are eclipsing traditional deals
Media Ownership: Durant’s Boardroom and LeBron’s SpringHill Company are IP assets, not side projects
Cross-Sport Valuations: Soccer + NBA dominate, but boxing, baseball, and even F1 are gaining ground fast
Blunt Takeaways
Athletes are mini-conglomerates. They aren't just players—they’re platforms.
Brand, distribution, and equity will dictate athlete valuation more than salary by 2027.
For sponsors, it’s no longer about a logo on a jersey—it’s shared values, visibility, and vertical integration.
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