The landscape around the NBA has changed dramatically from what it was ten years ago. What was once considered a lucrative contract has now become standard. Moreover, superstars rope in audacious amounts of money, a figure that is bound to grow in the coming years. However, some things still remain unchanged. A prize can’t be put on something vintage after all. And for the eleventh straight season, no other player will do business better than LeBron James.

According to Forbes, the soon-to-be 40-year-old leads all NBA players in total earnings for the fiscal year, bringing in $128 million. Yet, he isn’t even close to being the highest-earning NBA player. In that regard, Stephen Curry takes the throne, earning $55 million this season. He also ranks behind James for his yearly earnings.

He is closely followed by his former teammate Kevin Durant and Giannis Antetokounmpo. These are the only three players to earn over $40 million from beyond the court. Yet, in comparison to James, the figure seems puny. You will understand why in a detailed breakdown of his yearly earnings.

LeBron James current contract and career earnings

Sustaining a ludicrous standard is a part of the brand and image that LeBron James has curated over the years. His performance benchmark hasn’t waned greatly since he first walked the doors in 2003. In the offseason, with a chance of staying in LA and also playing with his elder son, Bronny James, the 39-year-old signed a two-year $101 million extension with the Purple and Gold. Albeit, the second year is a player option for the King.

Signing that contract though helped James achieve something unprecedented. Is it a surprise at this point? Following the paycheck from this season, LeBron James will become the first NBA athlete to earn half a billion in career earnings alone. That figure will stand at $528,695,302 according to Sportrac.

But to become the first active billionaire years before it means the four-time MVP has an empire that leverages his evergrowing and fascinating brand value. That is also how James earns a greater chunk of his $128.7 million yearly figure.

LeBron James endorsements and off-court earnings

From a simple lens, LeBron James surely earns an exorbitant amount from playing in the NBA this season. Shockingly, it ranks him only as the 14th highest-paid player in the NBA this season. Yet, through his numerous endorsements and business adventures, Forbes estimates James earning roughly $80 million this year from his off-court dealings.

What are they?

As is the theme of his career – longevity has played a huge role. LeBron James has been a long-time Nike athlete, having his own signature shoe line with over 20 shoes, a new trainers release, and also the LeBron James Innovation Center unveiled by the Swoosh. His other notable partnerships include that with Beats by Dre, PepsiCo,  Samsung, and even automobile giants KIA. The four-time champion also recently secured deals with DraftKings and Hennesey.

Then, his own efforts became successful endeavors for James. His production company, SpringHill Company were producers for Netflix’s ‘Starting 5’ which plans on returning for a second season. He also transformed ‘The Shop’ into a men’s grooming line that sells its products at Walmart.

LeBron James is also a minority owner in Fenway Sports Group, a company valued at over $12 billion Other initiatives include Blaze Pizza, a partnership with Fanatics, and also works. With a myriad of income streams lined up, it’s no surprise to see him generate $80 million from outside the court, 60% more than Curry’s figure.

And if he does play another season, it seems LeBron James will retain his place once again.