In the entertainment industry, celebrities stand out not only for their talent in acting, music, or sports but also play a key role in promoting brands and products through advertising contracts that can reach multi-million-dollar figures. As 2025 progresses, the advertising deals signed by some of the world’s most famous figures have become headline news—not only because of the size of the agreements but also because of the brands choosing to partner with them.
This article explores some of the most lucrative celebrity advertising contracts signed this year, highlighting how brands aim to align their image with the most influential stars of the moment.
1. Beyoncé and Adidas: The Rebirth of Ivy Park
One of the standout advertising deals of 2025 is the agreement between Beyoncé and Adidas. The singer and entrepreneur renewed her collaboration with the sportswear brand to continue expanding her Ivy Park clothing and footwear line. While the partnership began in 2019, in 2024 the deal has reached new heights, with a contract estimated at an impressive $250 million.
This agreement covers not only the launch of new Ivy Park collections but also the use of Beyoncé’s image in global Adidas campaigns, promoting not only sportswear but also wellness and lifestyle products. This deal highlights how Beyoncé has positioned herself not just as one of the most successful artists but also as one of the most influential entrepreneurs, turning Ivy Park into an iconic brand in luxury sports fashion.
2. Cristiano Ronaldo and Nike: Extending a Historic Contract
Another headline-grabbing deal in 2025 is the extension of Cristiano Ronaldo’s agreement with Nike. Ronaldo, one of the brand’s longest-serving ambassadors, signed a renewal estimated at $200 million for the next five years. This deal is significant not only for the amount but also because it includes greater involvement in designing personalized products for the footballer.
Nike will continue using Ronaldo’s image to promote their sports footwear and apparel lines, but in 2025, the brand has involved him even more in product design, especially in collections aimed at footballers and sports fans. This contract demonstrates how, even at 39, Ronaldo remains one of the most powerful figures in sports marketing and a key reference for brands looking to connect with a global audience.
3. Kim Kardashian and Skims: Global Expansion and a Multi-Million-Dollar Deal
Kim Kardashian has consolidated her business empire through her clothing and lingerie brand Skims, which continues to grow rapidly. In 2025, she signed a contract with one of the largest international clothing distributors, allowing Skims to expand to over 50 countries, with a deal valued at $350 million.
This agreement focuses on the brand’s internationalization, including global advertising campaigns and exclusive events. Kim continues to work on her personal image and design new product lines for Skims, ensuring the brand remains synonymous with inclusivity, comfort, and style. This contract demonstrates how Kardashian has left her mark not only in pop culture but also in business, where her personal brand and fashion sense continue to attract millions of consumers.
4. Dwayne “The Rock” Johnson and Under Armour: From Action to Lifestyle
Dwayne Johnson, known for his busy schedule as an actor and producer, also signed one of the year’s most lucrative advertising deals with sports brand Under Armour. Estimated at $150 million, this agreement focuses on expanding clothing and footwear lines inspired by his active and healthy lifestyle.
The collaboration, which began several years ago, has been reinforced with the launch of new products such as nutritional supplements and sportswear, all inspired by The Rock’s training routines. This deal highlights how Johnson has built a strong personal brand not only in cinema but also in fitness and motivation. His partnership with Under Armour has become a cultural phenomenon, influencing both movie fans and fitness enthusiasts.
5. Rihanna and Fenty Beauty: International Expansion and Global Growth
Rihanna, who revolutionized the beauty industry with Fenty Beauty, remains one of the most sought-after celebrities in advertising deals. In 2025, she signed an agreement with LVMH (Moët Hennessy Louis Vuitton) to continue Fenty Beauty’s international expansion and her fashion line Fenty. This deal, valued at around $300 million, allows Rihanna to further expand her global presence, especially in Asian and European markets.
The agreement focuses not only on beauty products but also on developing new luxury cosmetics and fragrance lines, continuing the inclusive model that made Fenty Beauty famous. Rihanna continues to demonstrate that she is not only a successful singer but also a visionary entrepreneur, positioning her brand as one of the most innovative and popular in the beauty world.
6. LeBron James and Nike: A Contract That Redefines Sports Marketing
LeBron James remains one of the most profitable figures in sports, and in 2025 he renewed his contract with Nike in a deal that could reach $500 million, one of the largest in sports history. This contract involves not only creating new clothing and footwear collections but also a strategic focus on digital marketing, sports technology development, and LeBron’s participation in socially impactful campaigns.
Nike has leveraged LeBron not only as an athlete but also as a leader in social causes, dedicating part of the profits to foundations supporting education for underprivileged youth. This agreement demonstrates how LeBron continues to be one of the most influential figures on and off the court and how sports brands see him as a key ambassador for connecting with a global audience.
Celebrity advertising contracts in 2025 reflect the power and influence these figures have over brands and consumers. The multi-million-dollar amounts involved in these deals demonstrate not only the talent of the celebrities but also their ability to connect with audiences worldwide. From Beyoncé’s Ivy Park resurgence to Rihanna’s international Fenty Beauty expansion, these deals highlight a trend where personal image and celebrity influence play a central role in building global brands.
As celebrities continue to sign lucrative contracts, their impact on the marketing world shows no signs of slowing down.
