LeBron James is the most popular male athlete in America for the first time in his career.
Kobe Bryant, in an exclusive interview with ESPN, revealed that he has formed his own company called Kobe Inc., and is building a team around him to start new businesses and evaluate investing in others.
Los Angeles Lakers guard Kobe Bryant will receive $24,363,044 on Friday as an advance on this season's salary.
Kobe Bryant's fans might have to buy another jersey next season. That's because multiple sources have told ESPN.com that Bryant will change his number to 24 next season.
Nike unveiled its Kobe Bryant logo on the fourth version of its Air Huarache 2K5 shoes, which debuted Tuesday.
Since losing Michael Jordan, the Chicago Bulls have been sports' greatest marketing success story.
Teams hoping to strike it rich by landing the No. 1 pick will need more than just the right lottery numbers.
Less than two months after Kobe Bryant's endorsement deal with McDonald's expired, the fast-food giant is expected to announce it has signed Rockets center Yao Ming.
Los Angeles Lakers guard Kobe Bryant has lost another endorsement deal.
LeBron James has a shoe; Carmelo Anthony doesn't. But both are proving to be big merchandising stars.
The very name of LeBron James already has helped business to cash in, and he hasn't even played a regular-season game yet.
The Lakers may have lost a step on the court, but their merchandise remains popular.
Allen Iverson and other players with street cred have helped the NBA corner the urban market.
Lakers superstar Kobe Bryant appears near to an endorsement deal with Reebok.