Golden State Warriors star point guard Stephen Curry has a new business home. The four-time NBA champion announced this Monday the signing of a sponsorship agreement with the Chinese sporting goods company li-ning.com, officially ending his long relationship with underarmour.com.
As reported by ESPN’s Shams Charania, the contract will have a duration of 10 years and a value of more than $400 million. The offer was enough to convince Curry despite the fact that he received similar proposals from other brands, including at least one financially higher one.
The agreement also includes the development of a complete line of golf products under the player’s name, expanding Curry’s commercial presence beyond basketball.
Li-Ning continues to strengthen its presence in the NBA with some of the league’s top figures. Among his notable athletes is Curry’s Warriors teammate, Jimmy Butler. The brand also maintains ties to legends such as Shaquille O’Neal and Dwyane Wade, who signed a lifetime extension in 2018.
Following his departure from Under Armor in November, Curry was seen wearing sneakers from various brands during games, including models from Li-Ning and anta.com. The latter is known for sponsoring figures such as Kyrie Irving and Klay Thompson, Curry’s former teammate in Golden State.
At 38 years old, Curry continues to be one of the most influential athletes in world sport. While his contract with the Warriors expires at the end of next season, the point guard is eligible to negotiate an extension with the franchise this summer. In parallel, this new agreement with Li-Ning reinforces his position as one of the most valuable commercial figures in the NBA.
