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Thursday, April 14, 2016, 11:32

Why is Kobe a valuable brand for business?

By Zhao Siyuan

As one of the most recognizable sportsmen in the world, Kobe Bryant has been undeniably a valuable asset for brands building a global reputation. Already topping the NBA payroll, the retiring star has been showered with endorsements deals. He jets globally for promotional tours, making 12 trips to China in the past 14 years. The retiring Lakers player will put an end to a dazzling 20-year career at a home game today. Bryant will walk off the court eventually, but this doesn't mean the Kobe brand will die down. Here is an analysis of Bryant's monetary success.


Why is Kobe a valuable brand for business?
In this June 14, 2009 file photo, Kobe Bryant of the Los Angeles Lakers holds up the Larry O'Brien trophy and the MVP trophy after the Lakers defeated the Orlando Magic 99-86 in Game Five of the 2009 NBA Finals at Amway Arena in Orlando, Florida . ( Photo / VCG)

The Lakers great was ranked 39th on the 2015 Celebrity 100 Earnings Forbes list. His salary contributed to less than half of his total earning at US$49.5 million. Bryant had the highest salary in the league for the fifth straight year at US$23.5 million during the 2014-2015 season, according to Forbes.

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