2024 was a standout year in sports, with the world’s biggest athletes delivering incredible performances and redefining success both on and off the field. From breaking records to securing massive paydays, these stars reminded everyone why they’re at the top of their game.
This list highlights the athletes who shaped the year, not just through their dominance in competition but also through their influence and impact beyond the game. Whether it’s Shohei Ohtani making baseball history, Cristiano Ronaldo continuing to set records in soccer, or LeBron James expanding his legacy, these athletes left their mark in unforgettable ways.
As we reach the quarter mark of the century, let’s dive into the athletes who made 2024 their year, celebrating their accomplishments and the legacies they’re cultivating.
To say that 2024 was Shohei Ohtani’s year in baseball would be an understatement. He achieved nearly every accolade imaginable in a single season. The dynamic Japanese superstar made an undeniable impact on the field, becoming the first player in baseball history with a 50-home-run and 50-stolen-base season, capturing the National League MVP award in the process. His season-long dominance was pivotal in leading the Los Angeles Dodgers to their first full-season World Series championship since 1988.
Shohei Ohtani has undoubtedly solidified his status as the cornerstone of the Dodgers franchise, spearheading their pursuit of a dynasty on the field while elevating their financial success to unprecedented heights. By bringing "Sho-time" to L.A., Ohtani has transformed the Dodgers into a unique powerhouse, seamlessly blending on-field dominance with global financial influence—a level of success previously achieved only by the New York Yankees.
In 2024, Ohtani continued to build his own global brand, with $60 million of his $85 million in annual earnings coming from endorsement deals alone. These deals have established him as one of the most marketable athletes in the entire world. His partnerships with top brands like Nike, Seiko, and New Balance are key to his income, with his Nike endorsement—featuring his own line of footwear and apparel—standing out as one of the most lucrative athlete-brand collaborations in sports. Ohtani's ability to connect with fans worldwide, especially in both the U.S. and Japan, has made him a global icon, and the most popular baseball player since the MLB’s Golden Age.
2024 was a sensational year for Lamar Jackson, both on the field and in his financial portfolio. Jackson secured his place as the NFL's top money-maker in 2024, earning a staggering $100 million thanks to a record-setting contract extension with the Baltimore Ravens and a series of high-paying endorsement deals.
On the field, Jackson lived up to the hype, leading the Ravens to a commanding season, winning the AFC North, and delivering an MVP-caliber campaign with over 4,500 total scrimmage yards and 40 touchdowns. His electric playmaking and leadership propelled him back into the discussion of the NFL’s elite quarterbacks as he showcased his unique combination of arm strength and athleticism. Jackson has significantly improved his pocket passing over the years and continues to grow as a football player.
Off the field, Jackson’s marketability has soared to new heights, with major endorsement deals from brands like Oakley, Gatorade, and Panini contributing to his record-breaking earnings. Lamar’s transcendent talent and marketability make him one of the most influential and lucrative athletes in the world today.
For LeBron James, 2024 was a year that only further cemented his legacy as one of the greatest athletes of all time, both on and off the basketball court. Earning a total of $128 million for the year, LeBron has remained one of the highest-paid athletes in the world for two decades, with over half of his 2024 income coming from a mix of his NBA salary and his expansive empire of endorsement deals.
On the court, he has continued to age like fine wine, consistently averaging 25 points, 8 rebounds, and 7 assists per game in the waning years of his career. The level of play that LeBron has been able to sustain is otherworldly, and his longevity is a big reason why he continues to be so financially successful.
LeBron’s unmatched durability has allowed him to achieve what no other NBA player has ever done—share the court with his son. One of the biggest highlights of 2024 was LeBron playing alongside LeBron 'Bronny' James Jr. for the Los Angeles Lakers, an unprecedented milestone in NBA history. For LeBron Sr., it was a dream come true, exemplifying his remarkable longevity and dedication to the game.
Off the court, LeBron James has built an unparalleled brand, seizing high-profile partnerships with companies such as Nike, Pepsi, and AT&T, while consistently expanding his investment portfolio. His ventures in media, specifically with his production company SpringHill Entertainment, have significantly boosted his economic position. LeBron's influence extends far beyond the basketball court; his philanthropic efforts through the LeBron James Family Foundation have revolutionized athlete activism, establishing him as not just a financial giant but also a lasting global figure.
2024 was a dazzling year for Auston Matthews, who solidified his place as the top earner in the NHL, with annual earnings surpassing $20 million. As the face of the Toronto Maple Leafs, Matthews showcased why he’s regarded as one of the most prolific goal scorers in the sport. He finished the 2023-24 campaign with 69 goals, the NHL’s best mark since the 1995-96 season.
Matthews has consistently flashed his 60-goal, 100-point upside and is poised to produce even more moments of magic as he enters his prime. His on-ice performance has been nothing short of exceptional, repeatedly demonstrating his elite shot and superb playmaking abilities.
Off the ice, Matthews has recently broadened his lucrative sponsorship portfolio by adding Nike and Prime Sports Drinks to his roster of endorsements. These join his existing partnerships with RBC, Uber, and several other major brands. Matthews has also capitalized on his growing global influence, leveraging his platform to elevate his personal brand and engage with fans worldwide.
With his striking blend of talent, charisma, and professionalism, Auston Matthews has positioned himself as one of the most commercially successful athletes in the world of hockey.
Cristiano Ronaldo continued to defy expectations in 2024, proving that age is just a number as he raked in extraordinary amounts of income. Earning a breathtaking $260 million in 2024, Ronaldo once again showcased why he’s considered one of the greatest footballers of all time.
On the pitch, he led Al Nassr to a dominant season in the Saudi Pro League, securing another league title while continuing to score goals at an elite level. Ronaldo set a record for the most goals scored in a single Saudi Pro League season with 35 goals. His ability to thrive as he approaches the age of 40 has drawn comparisons to LeBron James, as both have inspired generations of athletes while maintaining exceptional performance levels in their respective sports.
Off the pitch, Ronaldo remains one of the most appealing athletes in the world. He boasts endorsement deals with global giants like Nike, Clear, and Herbalife, alongside his own CR7 brand of apparel. With hundreds of millions of followers on Instagram, Ronaldo’s social media presence continues to break records and enhance his commercial appeal.
Ronaldo’s financial success in 2024 highlights not only his ongoing excellence as a footballer but also his unparalleled ability to build an image that transcends sports.
2024 was a banner year for Canelo Álvarez, as the boxing legend solidified his place as the sport's highest-paid athlete. The Mexican bruiser earned an astounding $85 million this year, largely due to his brilliant and methodical sponsorship portfolio. Canelo’s dominance in the ring was on full display as he secured decisive victories over both Jaime Munguia and Edgar Berlanga. These successful defenses of his Super Middleweight Titles validated his continued status as the pound-for-pound king of combat sports.
Canelo’s partnership with DAZN, combined with multiple endorsement deals from top-tier brands, has made him not only the highest earner in boxing but also one of the top earners across all sports. His marketability as a relentless and honorable fighter, as well as his strategic partnerships, have been instrumental in maintaining his financial success and global appeal.
Outside the ring, Canelo’s profound influence in Latin America has elevated him to the status of a cultural icon. In addition to his business ventures in real estate and his tequila brand, Canelo has made significant philanthropic contributions, donating millions of dollars to causes across Latin America. His efforts have supported education, healthcare, and disaster relief initiatives, showcasing his commitment to giving back to his community and using his platform to create a lasting impact.
2024 was a career-defining year for Scottie Scheffler, who reached new financial heights while continuing to dominate the sport of golf. Unfortunately for his competitors, this level of mastery is becoming routine for Scheffler. With $90 million in total earnings, he was the highest-paid golfer of the year, thanks to a combination of tournament winnings, sponsorships, and endorsements. Remarkably, $58.5 million of that came from tour events alone—an unprecedented figure in the world of golf.
Scheffler was surgical in tournament play throughout the year, achieving a nine-win season, claiming his second major title, and securing victories in both the Olympics and the FedEx Cup. These accomplishments have solidified his reputation as the most formidable force on the PGA Tour. His flawless ball-striking and unshakable composure under pressure have made him the most consistent performer in the game.
Off the course, Scheffler’s endorsement portfolio thrived with high-profile deals from global brands such as Nike, Rolex, and AT&T. Additionally, his expanding business ventures in the sports and wellness sectors highlight his entrepreneurial spirit.
Scottie’s calm, humble personality, combined with his exceptional talent, has endeared him to fans worldwide, making him not only a dominant figure in golf but also a beloved ambassador for the sport on a global stage.
2024 was nothing short of an eventful year for Jon Rahm as he transitioned from the PGA Tour to LIV Golf. Rahm signed a staggering contract with Greg Norman and LIV, an offer that was simply too lucrative to pass up. However, the move wasn’t without controversy, as critics accused him of prioritizing money over his legacy. Despite the backlash, Rahm’s decision proved financially rewarding, as his earnings surpassed those of his former PGA Tour competitor, Scottie Scheffler.
Rahm earned an astonishing $218 million in total earnings in 2024, with $198 million coming from on-the-field performance. His powerful driving and exceptional course management have made him a dominant force, regardless of the tour he competes on.
Off the course, Rahm’s charismatic personality and temperament have helped him build an impressive portfolio of endorsement deals with brands like Rolex, Callaway, Mercedes-Benz, and VistaJet. These partnerships not only boosted his total earnings in 2024 but are poised to further solidify his financial success in the years to come.