For the past 11 years, LeBron James has dominated the NBA’s financial landscape, consistently earning the title of the league’s highest-paid player. A combination of lucrative contracts, massive endorsement deals, and strategic business ventures propelled LeBron into billionaire status, placing him in a league of his own among NBA stars. However, in 2024, his reign as the top earner has come to an end, as a new superstar has emerged, earning a jaw-dropping $155 million per year.

LeBron’s journey to becoming the NBA’s highest earner was built not just on his elite basketball skills but also on his savvy off-court moves. His endorsement portfolio, featuring deals with Nike, Beats by Dre, and Coca-Cola, has long been one of the most impressive in sports. On top of this, LeBron’s business ventures, including his ownership stake in Liverpool FC and his production company, SpringHill Entertainment, have secured his status as a financial powerhouse. His lifetime deal with Nike alone is reportedly worth over $1 billion, further solidifying his position as not just a basketball icon but a global brand.

Yet, despite his unrivaled financial success over the past decade, LeBron’s streak as the highest earner has been broken by an emerging superstar who is revolutionizing the NBA both on and off the court. This player, whose $155 million per year earnings have shocked the sports world, represents the new wave of NBA stars—athletes who are not only pushing the boundaries of the sport but are also becoming significant figures in global markets and investments.

This shift at the top reflects more than just a change in player salary dynamics—it’s a sign of the times in the NBA, where younger stars are leveraging their brands in ways never seen before. The new top earner’s meteoric rise can be attributed to a combination of groundbreaking endorsement deals, international appeal, and perhaps the most lucrative playing contract in the league’s history. The $155 million figure includes a record-breaking deal with a major sportswear company, numerous tech and crypto partnerships, and a supermax NBA contract that redefines player valuation.

In contrast, while LeBron’s total earnings have been spread across multiple ventures, the new top earner’s rapid accumulation of wealth is a testament to the shifting power dynamics in sports marketing. Global brands are increasingly aligning with younger players who are digitally native and more engaged with the social media-driven culture of today’s world. LeBron’s empire was built through traditional media and large corporate endorsements, but the next generation of NBA superstars, like this new top earner, are capitalizing on digital platforms, NFTs, and streaming services to connect with younger audiences.

While LeBron is still earning an estimated $119.5 million annually, according to Forbes, his dethroning marks a significant moment in NBA history. The player who now sits atop the earnings list is redefining what it means to be a star in this era. With global outreach, particularly in markets like China and Europe, and the ability to command unprecedented endorsement deals, the new top earner is setting a blueprint for future stars.

But beyond the financial figures, the shift also signals a generational change within the league. LeBron, who has been the face of the NBA for nearly two decades, is entering the twilight of his career. His incredible longevity and impact on and off the court are unmatched, but a new guard is emerging—one that is ready to take the NBA into a new era of global commerce and digital branding.

LeBron’s influence on the league’s economics cannot be overstated. He was instrumental in pushing player empowerment, using his leverage to sign short-term contracts and keep control over his future, a strategy that many stars now emulate. His moves helped shift the financial power dynamic between players and teams, allowing athletes to have more control over their contracts, endorsements, and business ventures. Yet, the new generation is taking this empowerment to new heights, with even larger contracts, multi-faceted investments, and a broader appeal that transcends borders.

While the new top earner’s name may now be at the top of the list, LeBron’s legacy is far from diminished. He is the first active NBA player to become a billionaire, and his influence on the sport, both financially and culturally, will endure long after his playing days are over. LeBron’s blueprint for athlete business ventures—combining on-court success with strategic off-court investments—remains a model for players across all sports.

As LeBron continues to dominate in other areas, such as media and entertainment, his business empire will likely keep growing. But for the first time in over a decade, the NBA has a new financial king. The $155 million per year superstar is a reflection of how quickly the game is evolving, both on and off the court.

In a sport where change is constant, this shift in the earnings leaderboard is just another reminder that the NBA’s future is in good hands, and the next generation of stars is ready to take the league—and its global financial reach—to even greater heights. LeBron may no longer be the highest-paid player, but his influence continues to shape the league in ways that will be felt for years to come.