Off the Field, On the Money : Athletes’ Income Explained

Money in sports isn’t just about matchday salaries. From football to cricket, top athletes earn millions even when they’re not playing. Think endorsements, sponsorships, social media, merchandise, and business ventures. While cricket players often make their big bucks in leagues like the IPL or through national contracts, footballers have multiple avenues to monetize their fame year-round. In this post, we’ll break down the main ways sports personalities earn off the pitch — and show how these earnings can sometimes rival or even exceed their on-field salaries.

Endorsements & Sponsorships
One of the most obvious ways athletes earn off the field is through endorsements and sponsorships. Brands pay them to appear in advertisements, campaigns, or even just to wear certain products during games. A player’s marketability — driven by performance, personality, and popularity — often determines how much they can charge.

In football, some of the biggest examples are Cristiano Ronaldo and Lionel Messi. Ronaldo’s deals with Nike and his own CR7 brand reportedly bring in tens of millions annually, while Messi earns millions from Adidas, Pepsi, and other international brands.

Cricket stars follow a similar pattern. Virat Kohli, for instance, has endorsement deals with Puma, Audi, Manyavar, and MRF. His consistent performance, global recognition, and active social media presence make him one of the highest-earning athletes off the pitch. Even younger cricketers, like Shubman Gill or Jasprit Bumrah, are signing regional or international endorsements as their fame grows.

Merchandise & Personal Branding

Another major source of revenue is merchandising. In football, players earn from jerseys, boots, or even limited-edition sneakers bearing their names or numbers. For instance, when fans buy a Ronaldo CR7 jersey or Messi’s PSG kit, part of the revenue goes to the player. In cricket, IPL franchises sell official jerseys, signed bats, and merchandise featuring top players like MS Dhoni, Rohit Sharma, or Kohli, and in some cases, the players get a share of the revenue.

Personal branding plays a huge role here. Footballers often launch their own clothing lines, perfume brands, or even restaurants. Ronaldo has a line of CR7 clothing and fragrance products; Neymar has his own fashion collaborations; Messi has stakes in cafes and other ventures. Cricket players, too, are increasingly venturing into business. Kohli has his own fitness and lifestyle brand, and Dhoni has invested in esports and wellness startups.

Social Media Influence
In today’s digital age, a strong social media presence is almost as valuable as performance on the field. Footballers like Ronaldo and Neymar earn millions through Instagram posts, sponsored content, and social campaigns. Ronaldo alone reportedly makes over $1 million per sponsored post on Instagram.

Cricket stars are also capitalizing on this. Virat Kohli, Hardik Pandya, Smriti Mandhana, and others use their Instagram, Twitter, and YouTube presence to promote products, engage with fans, and even create their own content. While footballers have a more global reach, the principle is the same across sports: social influence translates directly into income.

Business Ventures & Investments
Top athletes don’t just rely on salaries and endorsements — many are also entrepreneurs and investors. Footballers like Ronaldo, Messi, and Neymar invest in hotels, gyms, fashion lines, esports, and startups. This diversifies their income, ensuring they continue earning even after retiring from the sport.

Cricketers are increasingly following suit. MS Dhoni invested in an esports team and a wellness brand, while Rohit Sharma has stakes in clothing lines and fitness ventures. Kohli has invested in gyms and lifestyle brands including One8 Commune Restaurants. These business ventures allow athletes to leverage their fame and financial resources to build long-term wealth.

Media Appearances & Licensing
Another major source of off-field income is media appearances and licensing deals. Footballers often appear on TV shows, commercials, or as pundits for major networks. Their likeness is licensed for video games like FIFA, posters, or other promotional campaigns. Messi and Ronaldo earn significant amounts this way.

Cricketers also leverage media. Players like Kohli, Dhoni, and Rohit appear in commercials for cars, energy drinks, and tech products. They are also involved in licensing deals for cricket video games and apps. This kind of revenue is often overlooked by fans, but it forms a substantial part of a sports star’s income.

Across football, cricket, and other sports, the strategy is the same: top athletes leverage fame, skill, and influence to earn beyond the game. From sponsorships and merchandise to social media, business ventures, and media appearances, off-pitch income often plays an equally important role as matchday salaries.

Next time you see Ronaldo, Messi, or Kohli in an ad or posting on Instagram, remember — the millions they earn off the field are almost as impressive as their on-field achievements