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  • Cashing in on Jeter     Friday, 8 Jul 2011 | 1:52 PM ET

    CNBC's Darren Rovell reports there are big dollars involved when New York Yankee captain, Derek Jeter, gets his 3,000th hit.

  • Comeback Athletes Thursday, 30 Jun 2011 | 4:41 PM ET
    On June 29, 2011, news broke that Tiger Woods had secured an endorsement deal with Kowa Company Ltd., the Japanese manufacturer of Valentin Kowa pain relieving heat rub. It’s his first deal since the very embarrassing sex scandal that broke in December 2009 and cost him his marriage, his squeaky-clean image and four of his sponsors. When news of his personal troubles spilled into the public eye, Accenture, AT&T and Gatorade terminated their sponsorship deals with him, and Gillette allowed their

    Click ahead to see the athletes who defied logic and came back to their respective sports after conventional wisdom pronounced their careers dead and buried.

  • Lil Jon Wants Mainstream America Monday, 20 Jun 2011 | 12:59 PM ET
    Lil' Jon

    Lil Jon already endorses Oakley and Crunk Energy Drink. His latest endorsement is NoHo, the No Hangover Defense. He found out about the product from a friend, tried it, and became a believer.

  • The Jock Tax     Friday, 17 Jun 2011 | 10:39 AM ET

    The IRS and UK tax authorities are now focusing on taxing non-U.S. based athletes endorsement income, reports CNBC's Darren Rovell.

  • Is A-Rod Coco-Nuts?     Thursday, 9 Jun 2011 | 4:57 PM ET

    CNBC's Darren Rovell reports NY Yankee, Alex Rodriguez many have a conflict of interest with an endorsement deal.

  • Armstrong Endorsements In Danger?     Monday, 23 May 2011 | 12:27 PM ET

    The cycling giant's reputation continues to be dogged by drug accusations. Discussing the possible impact on his endorsement empire, with CNBC's Darren Rovell.

  • Updates: Business Of The Masters Thursday, 7 Apr 2011 | 4:26 PM ET
    Lee Westwood Masters Gold Tournament

    Welcome to my Business of The Masters live blog. Throughout the day, I'll be providing you with all sorts of nuggets about the golf world's first major taking place in Augusta, Ga. Check back here periodically for updates.

  • Bob Marley's Daughter To Dress Usain Bolt's Team Thursday, 10 Mar 2011 | 2:32 AM ET
    UNITED KINGDOM - JULY 01: Photo of Bob MARLEY; Bob Marley performing live on stage at the Brighton Leisure Centre, (Photo by Mike Prior/Redferns)

    At the London Olympics in 2012, the public will have plenty of reason to keep their eye on Jamaica's track and field team.

  • Under Armour Wins The Cam Newton Marketing Race Monday, 14 Feb 2011 | 9:59 AM ET
    Under Armour

    Former Auburn University Heisman Trophy winning quarterback Cam Newton has signed a shoe and apparel deal with Under Armour.

  • Maria Sharapova

    At 5:47 p.m. ET on Tuesday, Maria Sharapova took the court at Arthur Ashe Stadium to play her first round match against Jarmila Groth. She was carrying two bags. One, a Nike Cole Haan designer bag. The other? A bag with the words “Prince” on it.

  • Head & Shoulders Insures Polamalu's Hair Monday, 30 Aug 2010 | 2:48 PM ET
    Troy Polamalu

    If you're a shampoo brand, there's no better endorser than Pittsburgh Steelers safety Troy Polamalu, whose long Samoan locks flow out of his helmet.

  • Ochocinco Gets His Own Cereal Tuesday, 24 Aug 2010 | 5:06 PM ET

    Watch out world. The Cincinnati Bengals wide receiver is getting his own cereal.

  • BAT's Strike Endorsement Model Working Tuesday, 24 Aug 2010 | 10:04 AM ET
    An example of BAT's endorsement match ups, McDonalds and New York Yankees' catcher Jorge Posada.

    Last year, I wrote a story about a company called Brand Affinity Technologies (BAT). It’s a company that basically does what sports marketers do –- match athletes with brands. Unlike sports marketing firms, which only have permission work with a finite athletes, BAT has a huge roster of athlete offerings on its list (now up to 3,600) and deals which usually pair an athlete and a company in an Internet campaign are typically consummated within a couple days.

  • Top Chinese Athletic Brand Signs NBA's Evan Turner Monday, 23 Aug 2010 | 1:43 PM ET
    Evan Turner of Ohio State stands with NBA Commisioner David Stern after being drafted by the Philadelphia 76ers second overall at Madison Square Garden on June 24, 2010 in New York City.

    For years, we've been talking about the importance of American sports brands, including shoe companies like Nike, getting into China. We haven't talked as much about Chinese shoe companies getting into this country. That's about to change.

  • Taylor Sacked By Nutrisystem Friday, 7 May 2010 | 9:57 AM ET
    Lawrence Taylor

    Weight loss brand Nutrisystem has confirmed it has dropped troubled football great Lawrence Taylor.

  • NFL's Beer Deal Doesn't Add Up Thursday, 6 May 2010 | 11:50 AM ET

    Earlier this week, Anheuser Busch agreed to make Bud Light the official beer sponsor of the NFL starting in 2011, taking over for current sponsor Coors Light. SportsBusinessJournal put the bill at $1.2 billion, which averages out to $200 million per year - double what its predecessor paid for the deal. So the question is, is it worth it?

  • One-On-One With Nike's Charlie Denson Wednesday, 5 May 2010 | 2:00 PM ET

    Nike is holding its first investor conference in three years and they've announced some pretty startling numbers.

  • Lance Armstrong

    Armstrong says the next company he will put his golden hands on is Honey Stinger, an 8-year-old small natural foods company based in Steamboat Springs, Colo., that makes honey-based energy gels, bars and chews.

  • Financial Story Makes Championship Game So Great Sunday, 4 Apr 2010 | 11:02 AM ET

    Simple fact: What makes tomorrow's game so awesome is that Butler just shouldn't be playing. Why? Because it's the ultimate have against the ultimate have-not.

  • The 25 Most Marketable Winter Olympians Friday, 26 Feb 2010 | 1:32 PM ET
    Vancouver 2010 Winter Olympics gold medal

    As the 2010 Winter Olympics come to a close, we wanted to know which athletes made the most of their Olympic opportunity.

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