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Nike recently announced that it has signed a “lifetime” deal with LeBron James, who has been a brand spokesperson for the company for the past 12 years. The deal, the first of its kind for the brand and possibly the “largest single-athlete guarantee in company history,” is reported to be worth at least $60 million per year. 

James, who is only 30 years old, is predicted to make $1 billion from the Nike deal by the time he is 70. And even if this number decreases, the partnership will still be one of the largest and most well-known partnerships between a celebrity and a brand. 

Celebrity and athlete endorsement deals have been increasingly seen as risky bets for brands due to cases of arrests, violence, and scandals involving spokespersons, yet brands are still willing to take a chance on high profile personalities who can bring additional exposure and some extra buzz. 

We looked back at some of the more memorable brand partnerships to see how a little star power can fuel the success of a brand. Check out some of our favorites below.

10 of the Most Memorable Celebrity Sponsorship Deals

1) William Shatner & Priceline