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  • Steve Nash's Soccer Game Gets Innovative Sponsor Tuesday, 21 Jun 2011 | 4:50 PM ET

    Every year, for the last three years, Steve Nash has held a soccer match in New York City and invited his basketball playing and pro soccer friends. Later that night, the group gathers for a party that benefits his foundation. The event, which takes place at 6 p.m. ET tomorrow, caught my eye this year because of its sponsor, Ortsbo, an experiential translation service that provides an instant chat translator in over 50 languages.

  • Eyeblack.com Signs Bethanie Mattek-Sands Monday, 20 Jun 2011 | 5:25 PM ET
    S Bethanie Mattek-Sands hits a return to Serbia's Jelena Jankovic during their Women's third round match in the French Open tennis championship at the Roland Garros stadium, on May 27, 2011, in Paris.

    For the last five years, Peter Beveridge has been innovating in the eye-black space. Looking to grow even more, having sold more than five million pairs of eye black last year, Beveridge has signed its first female spokesperson, Bethanie Mattek-Sands.

  • Top Athletes and Their Endorsements Tuesday, 14 Jun 2011 | 4:00 PM ET
    Ever since Bruce Jenner appeared on a Wheaties box in 1977, companies have used endorsements by top athletes to boost their sales. As a result, major sports stars routinely receive multimillion-dollar paydays for lending their names to products, and the practice has become so competitive that a player’s endorsement income can sometimes dwarf his or her salary or winnings.Click ahead to see top athletes who supplement their income with lucrative endorsement deals.

    Ever since Bruce Jenner appeared on a Wheaties box, companies have used top athletes to boost sales. Check out our list of top athletes with lucrative endorsement deals.

  • In today's Dallas Morning News, Nike congratulated Finals MVP Dirk Nowitzki. It took a championship for Nike to give the Mavericks power forward his own ad, even though Nowitzki has been a Nike athlete for a long time. We shouldn't blame Nike.

  • LeBron James: Poor Sport?     Monday, 13 Jun 2011 | 1:43 PM ET

    CNBC's Darren Rovell with a look at whether off-the-court comments have hurt the superstar's endorsement deals; and Jack Brewer, Brewer Sports CEO, with advice for the NBA player.

  • LeBron James' Marketing Might Never Recover Monday, 13 Jun 2011 | 9:50 AM ET
    Jason Kidd #2 of the Dallas Mavericks drives against LeBron James #6 of the Miami Heat in Game Six of the 2011 NBA Finals.

    The saying goes that winning solves everything. But would it for LeBron James? I'm not so sure. Like a medieval fable gone wrong, this King hasn't seen the error of his ways. He still doesn't get that fans aren't mad at his actual decision to leave Cleveland, but the way "The Decision" show went down. And he still doesn't understand that the reason he is disliked so much is because he brings it on.

  • Classic Sports Posters Hit The Market Again Friday, 10 Jun 2011 | 4:20 PM ET

    Many of us have long trashed the classic sports posters that graced our childhood bedrooms. They were marked up with tape or got ripped over the years. That's why I think what Adam Shopkorn is doing is amazing. Shopkorn is a friend of mine from my days at summer camp (Greylock in Beckett, Mass.) who has a great niche.

  • Athletes' Second Careers Wednesday, 8 Jun 2011 | 5:25 PM ET
    On June 1, 2011, the Boston Celtics’ Shaquille O'Neal announced his retirement from professional basketball. Both time and an Achilles injury had caught up with him, and now he would leave the court and fade into the sunset. Fortunately, he already has a record of off-court accomplishments under his belt, such as a movie career, a music career and even time served as a law enforcement official. For O’Neal, the question now is not what he will do for a second career, but which one he will pursue

    Click to see the second careers that athletes have pursued after they left the playing field once and for all.

  • Shaq's Agents Recall Marketing Tales Thursday, 2 Jun 2011 | 1:43 PM ET
    Shaquille O'Neal

    Shaquille O'Neal was larger than life not only on the court, but in the marketing world. After he announced his retirement, I called up Leonard Armato, who represented Shaq from his rookie year in 1993 through 2000 and Perry Rogers, who has represented him since then, to talk about some of his greatest marketing moments.

  • Shaq's Retirement Gives Big Boost To New Company Thursday, 2 Jun 2011 | 10:46 AM ET
    Tout.com

    When Shaquille O'Neal announced his retirement on Twitter on Wednesday, he not only gave a nod to Twitter, he also gave a huge boost to an upstart media brand called Tout.com, a site that allows users to make short 15-second long videos and share them with their friends.

  • Social Media A Big Part Of Shaq's Legacy Wednesday, 1 Jun 2011 | 4:23 PM ET
    Shaquille O'Neal

    Shaquille O'Neal will of course be remembered for his big frame and his gregarious personality, but he will also be remembered for his contributions to the social media space. So it's not surprising that he became the first sports star to retire on Twitter on Wednesday.

  • Basketball Aims for Slam Dunk in India Tuesday, 31 May 2011 | 12:09 AM ET

    The National Basketball Association is targeting India with an aggressive marketing push as it seeks to replicate its success in China, which has become the league’s largest foreign market. The FT reports.

  • American Airlines

    If the Miami Heat win Game 5 tonight and advance to the NBA Finals, it will mean the second finals in the last six years that both arenas have American Airlines on them. The airline had arena exclusivity in 2006, when the Heat bested the Mavs in six games.

  • David Einhorn's Move To Buy Mets Share A Shocking Turn Thursday, 26 May 2011 | 12:06 PM ET

    I'm shocked. I knew that there would someone who would agree to pay $200 million for a minority share of the New York Mets. I just didn't think it would David Einhorn of all people. If you don't know of Einhorn, he's not exactly a "sit back and watch" kind of guy.

  • Kevin Durant's Marketability On The Rise Tuesday, 17 May 2011 | 9:02 PM ET
    Forward Kevin Durant #35 of the Oklahoma City Thunder.

    Kevin Durant fans seemed to be up in arms with me on Twitter when I said that I thought the Oklahoma City Thunder forward needed a bit more personality to be more marketable. Durant does have deals with Nike, Gatorade, Panini, EA Sports, Skullcandy headphones and Degree Men, but I thought the small market and a reserved demeanor didn't exactly make him stand out besides his amazing on the court performance, that is.

  • Dwyane Wade Starts Fantasy Camp Wednesday, 11 May 2011 | 10:24 AM ET

    You can now take your talents to South Beach, thanks to LeBron's Heat teammate Dwyane Wade. Wade, a brand Jordan endorser, is hoping to fill the high-end fantasy camp void now that Jordan himself has temporarily shelved his Michael Jordan Senior Flight School as he focuses his attention on the team he owns, the Charlotte Bobcats.

  • Asia-Pacific's Highest Earning Athletes Tuesday, 10 May 2011 | 8:23 PM ET
    Professional athletes are some of the richest people in the world. Becoming household names by excelling in their sports, these athletes have raked in millions with exclusive contracts, endorsement deals and special appearances.  This weekend alone, Filipino boxer and politician Manny Pacquiao is set to make $20 million as he defends his WBO welterweight title against American Shane Mosley.Whether you call it god-given talent or mere luck, there’s no denying that some sport icons have influence

    We’ve put together a list of Asia’s 10 richest athletes taking into consideration their annual earnings from a mixture of sporting contracts, salary, endorsement deals and appearance fees. Check out what we found!

  • NBA's Kings Give Sacramento One Last Chance: Owner Wednesday, 4 May 2011 | 3:28 PM ET
    Sacramento Kings Fans

    Out of respect for its fans, the Sacramento Kings agreed to stay one more year instead of relocating to Anaheim, Joe Maloof, president of Maloof Companies, which include the Sacramento Kings and The Palms Casino Resort in Las Vegas, told CNBC Wednesday.

  • The energy category is a huge business. Red Bull sold 4.2 billion cans in 2010 and 5-Hour Energy is now a $1 billion brand. With that in mind, serial entrepreneurs, Warren Struhl and Jesse Itzler are launching a new company PUREBRANDS, whose first product is called Sheets energy strips.

  • Maloof: King of the Palms     Wednesday, 4 May 2011 | 12:21 PM ET

    An inside look at the Maloof brothers' empire, which includes the popular Palms casino in Las Vegas and the NBA's Sacramento Kings, with Joe Maloof, Maloof Companies president.