In mid-2022, Jon Rahm stood as a vocal supporter of the PGA Tour, contrasting sharply with the emerging appeal of LIV Golf. At the U.S. Open, he publicly expressed his disdain for choosing money over legacy, stating that even a $400 million offer wouldn’t sway his commitment. Rahm highlighted his love for golf, his desire to compete against the world’s best, and the historical significance of the PGA Tour as key factors driving his loyalty.
Fast-forward two years, and Rahm’s tune had drastically changed. By December 2024, the golf world was buzzing as Rahm donned a LIV-branded jacket on Fox News, confirming his departure from the PGA Tour. Reports of a $350 million contract, with $175 million upfront, underscored the financial allure that ultimately drew Rahm to LIV Golf. This move not only made him a marquee signing for LIV but also propelled him to second place on Forbes’ 2024 list of the highest-paid athletes.
Rahm’s move reflects the significant shifts that LIV Golf has brought to professional sports. With the backing of Saudi Arabia’s $925 billion Public Investment Fund (PIF), LIV has leveraged its immense financial resources to attract elite athletes from golf and other sports. From Cristiano Ronaldo to Neymar and Karim Benzema, PIF’s influence stretches across various leagues, highlighting Saudi Arabia’s strategic effort to establish a dominant presence in the global sports world.
At the same time, broader trends in sports economics have fueled record-breaking athlete earnings. Exploding media rights deals and lucrative endorsement opportunities have created unprecedented wealth. Athletes like LeBron James, Giannis Antetokounmpo, and Stephen Curry have turned their stardom into multimillion-dollar paydays, with LeBron alone earning $80 million from off-court ventures. Collectively, the world’s ten highest-paid athletes earned $1.38 billion in 2024, the most ever.
This financial surge is evident across sports. In the NFL, Lamar Jackson signed a $260 million contract in May, momentarily holding the title of the league’s richest deal before it was surpassed. Whether through Saudi-backed investments or traditional revenue streams, elite athletes are entering a golden age of wealth, reshaping the economics of professional sports in ways previously unimaginable.
Top 10 Highest-Paid Athletes of 2024
1. Cristiano Ronaldo
Cristiano Ronaldo tops the list with an astonishing $260 million in earnings, setting a new benchmark for soccer players. His on-field earnings amount to $200 million, stemming from his lucrative contract with Saudi Arabia’s Al Nassr. His impact on the Saudi Pro League is monumental, leading with 33 goals and clinching multiple Player of the Month honors. Off the field, Ronaldo’s global brand value remains unmatched. With 629 million Instagram followers, he promotes brands like Binance, Nike, and Herbalife. Additionally, he is owed $10.5 million by Juventus from unpaid wages during the pandemic, further adding to his total income.
2. Jon Rahm
Jon Rahm’s $218 million earnings make him the second-highest-paid athlete, largely due to his move to LIV Golf. While his $350 million signing bonus grabbed headlines, he’s also earned $6.6 million from tournament performances in 2024 alone. Rahm’s captaincy of Legion XIII, which includes a 25% equity stake, bolsters his financial standing. Though he’s yet to win a LIV event, his decision to join the Saudi-backed league underscores the growing financial opportunities in golf. Rahm’s strategic choices place him among the sport’s highest earners, proving his influence extends beyond the course.
3. Lionel Messi
Lionel Messi has redefined Major League Soccer (MLS) with his $135 million earnings. Splitting his income between $65 million on-field and $70 million off-field, Messi’s transfer to Inter Miami sparked transformative changes. The club’s value surged to $1.03 billion, with revenues expected to exceed $200 million this year. Messi’s 10 goals in nine matches and record-setting assists have solidified his reputation as a game-changer. Off the field, Messi’s partnerships with Adidas, Apple, and Konami, along with plans to launch a sports drink, exemplify his unparalleled marketability and global appeal.
4. LeBron James
LeBron James continues to dominate with $128.2 million in earnings, including $80 million from endorsements. Despite another challenging season with the Lakers, James remains a powerhouse. His future plans include playing alongside his son, Bronny, and competing in the 2024 Paris Olympics. Off the court, James expanded his portfolio with a DraftKings partnership and investments in PGA Tour Enterprises. As he approaches the twilight of his NBA career, James’ ventures into entertainment and business ensure his continued presence in the spotlight, solidifying his legacy as both an athlete and an entrepreneur.
5. Giannis Antetokounmpo
Giannis Antetokounmpo’s $111 million earnings highlight his growing influence. Despite a tumultuous season with the Milwaukee Bucks, Giannis’ off-court ventures thrive. He launched a production company, partnered with Pepsi’s Starry soft drink, and is set to release his sixth signature Nike sneaker. His $65 million off-field income underscores his rising star power, even as injuries and a first-round playoff exit marred his season. Giannis’ brand continues to expand, reflecting his enduring appeal as one of basketball’s most marketable players.
6. Kylian Mbappé
Kylian Mbappé’s $110 million earnings are a testament to his dual impact on and off the field. With $90 million earned on-field, his impending move to Real Madrid marks the end of PSG’s $1.3 billion super-team experiment. Mbappé’s production company, partnerships with the NBA, and endorsements with Nike and Hublot illustrate his multifaceted career. Despite PSG’s failure to clinch a Champions League title, Mbappé’s influence in soccer and his commercial ventures highlight his status as a global superstar, poised for continued success with his next career move.
7. Neymar
Neymar’s $108 million earnings come from a mix of on-field dominance and off-field ventures. His $80 million salary with Al Hilal includes extravagant perks like a private jet and a luxury mansion. However, an ACL injury sidelined him for much of the season. Despite this setback, Neymar expanded his endorsement portfolio with deals including Skims and Puma. He also launched a cocktail brand, showcasing his entrepreneurial spirit. Neymar’s ability to maintain financial success amid challenges underscores his global appeal and versatility as a brand ambassador.
8. Karim Benzema
Karim Benzema earned $106 million, driven primarily by his $100 million salary at Al Ittihad. His move from Real Madrid was influenced by personal and religious motivations, offering a rare glimpse into his values. While injuries plagued his first season in Saudi Arabia, Benzema’s legacy as a Ballon d’Or winner remains intact. His decision to join the Saudi Pro League reflects a growing trend among elite athletes seeking lucrative opportunities in emerging sports markets, ensuring his continued relevance both financially and culturally.
9. Stephen Curry
Stephen Curry’s $102 million earnings reflect his sustained excellence on and off the basketball court. Leading the NBA in three-pointers and earning a spot on Team USA’s Olympic roster, Curry’s on-field performance remains elite. Off the court, his lifetime deal with Under Armour and expansion of the Curry Brand highlight his entrepreneurial acumen. Curry’s ventures into entertainment, including a mockumentary series with Peacock, showcase his versatility. As his career progresses, Curry’s influence extends beyond basketball, cementing his status as a cultural icon and business mogul.
10. Lamar Jackson
Lamar Jackson rounds out the top ten with $100.5 million in earnings, thanks to his historic $72.5 million signing bonus with the Baltimore Ravens. Acting as his own agent, Jackson secured a landmark contract while leading the Ravens to a successful season and earning his second NFL MVP award. Off the field, Jackson’s ventures include endorsements with Oakley and StatusPro, as well as ownership of businesses like a soul food restaurant and a clothing line. Jackson’s dual success in football and business exemplifies his savvy approach to maximizing opportunities.
