You know who Madison Square Garden is cheering for this season. What about Madison Avenue?

The soap opera that is the NBA is finally back tonight, and that means it’s time for a cornucopia of new brand partnerships, sponsored posts, signature sneakers, scripted videos and plenty more shameless marketing ploys.  

I’ve long been fascinated by this side of the NBA world, and would often put myself in a brand’s shoes and ponder which players I’d hitch my theoretical wagon to. Players who bring an extra flair on and off the court often end up with more endorsements than the meat & potatoes guys. Obviously, there is no exact science for calculating the marketability of a basketball player, but here are some basic criteria I considered for my evaluations:

• Personality & charisma

• Team location & market size

• On-court aesthetic

• Off-court behavior

• Relationship with fans and media

• Social media presence

• Team success

• On-camera speaking skills

• Potential

On to the rankings:

25. Scoot Henderson

With the Damian Lillard cloud finally removed from the Portland skies, I couldn’t be more excited to watch Scoot Henderson at 10 p.m. on League Pass three times a week. Scoot’s one-of-one explosiveness, top-pick status and increased usage will be more than enough to make him a permanent fixture on all of your social media feeds, and he should be able to put up some serious counting stats considering the wide-open situation in Portland. From a business standpoint, Scoot is the ultimate get-in-early opportunity for companies seeking endorsement. Although he’s already seen a substantial share of media hype, he’s still buried deep in the shadow of Victor Wembanyama. I have a feeling Henderson will close the attention faster than most expect, so now is the time for brands to lock Scoot in before the price goes way up. And also – Scoot is such an awesome name.

24. De’Aaron Fox

Fresh off a history-defying season as the face of The Beam Team, De’Aaron Fox has officially etched himself into the upper-echelon of NBA stardom and is rapidly approaching becoming a household name. Fox’s game speaks for itself: he’s one of the fastest up-and-down players I’ve ever seen, and his scoring ability seems capable of translating into postseason success. The Kings seem ready to fortify themselves as a playoff team in the Western Conference for the foreseeable future, and Fox is the head of the snake. The Sacramento market LOVES their Kings, they love their brand new arena and they certainly love their homegrown superhero in Fox, whose on-camera presence is extremely warm and friendly and who tends to always say the right things to the media. If you’re a brand looking for a high-value play on a sponsorship deal, Swipa is your guy. 

23. Trae Young

Although Trae Young isn’t my favorite player on this list, it would be blasphemous to ignore the face of the Atlanta market on a list evaluating marketability. Trae’s combination of extremely long threes and nifty ball handling is the perfect recipe for nightly highlight plays, and he’s got a unique on-camera presence that makes for some awesome social media moments. Trae’s also done a great job immersing himself into hip-hop culture, accentuating his reach as a potential sponsoree. 

22. Tyrese Haliburton

Sorry, fellow Knicks fans. I don’t make the rules. Although I’m as big a Haliburton skeptic as anyone, it’s impossible to deny the uncanny media attention Haliburton has received since he entered the league in 2020. Maybe it’s his wingspan and shooting ability that has NBA heads captivated, or maybe it’s just the clever wit on his Twitter feed. It may not be completely deserved (he hasn’t played a playoff game yet), but Hali has cemented himself in the top tier of NBA lead-guard discourse, and his comfort on-camera and sociability in NBA circles makes him a serious bargain for brands. 

21. Damian Lillard

Fresh off his trade to the Milwaukee Bucks, Dame was a difficult eval for me here. Had he still been playing meaningless ball in Portland, Lillard might not have even cracked this list. Alongside his new co-star Giannis Antetokoumpo, Dame is going to get more media attention than he’s ever had in his career. The Bucks are set up to steamroll through the regular season, and Dame’s pairing with Giannis will make for plenty of viral moments on and off the court. Lillard’s successful career in music adds an additional layer to his marketability, making him a multi-dimensional figure in the public eye​.

20. 

19.  Paul George & Kawhi Leonard (TIE)

I don’t care if I’m cheating here. I’m putting Kawhi Leonard and Paul George in the same spot because we’d be lucky if they combine for the same amount of games played as the average player on this list. If it all goes right for Kawhi and PG and they can finally make a deep playoff run with the Clippers, they’ll have no business being this low. Unfortunately, history says they’ll both miss a fair share of games, and playing in the shadow of LeBron and AD isn’t helping them either. On the bright side, George launched his “Podcast P” show in March and it’s been a smashing success, setting the standard for player podcasts and doing wonders for PG’s personal brand. 

18. LaMelo Ball

LaMelo Ball has everything it takes to be a face of the NBA in 2023. Unbelievably fun to watch on the court, extremely personable off the court, and carrying the legacy of one of the most ridiculous stories in recent hoops history – the Ball family. As a former high school superstar, LaMelo has a unique connection with the youthful portion of the NBA’s fanbase, making him extra viable for brands targeting young people. Overall, Ball is fucking awesome – but the Charlotte Hornets certainly aren’t. The lob connection with Mark Williams will be fun and Brandon Miller is intriguing, but Charlotte isn’t going to be winning many basketball games this year, and they play in a city dominated by local college basketball. Until the Hornets start making people care about them, the 15-20 range is perfect for LaMelo. 

17. Anthony Davis

I am an extremely vocal Anthony Davis stan. When he’s right, I believe that The Brow is the best defensive player on planet Earth, and he happens to play in the most important market in the league. The Lakers have the second-most nationally televised games in the league this year (Golden State somehow has one more) and will still get covered like a Taylor Swift tour whenever they’re stuck on local TV. Perhaps I’m sipping my Klutch Sports Kool-Aid, but I have a small hunch that this *could* be the year that Davis finally becomes L.A.’s number one option and eclipses LeBron James in usage, as James hands over the keys and prepares for retirement. But people have been saying that since 2019 and LeBron continues to defy Father Time, so I’m keeping Davis here. 

16. Austin Reaves

YUP. I SAID IT. After all that Davis propaganda I just spit at you, he’s actually not more marketable than teammate Austin Reaves. Between an extremely stellar playoff performance and an eventful run with Team USA, AR15 has had quite the “I’ve arrived” tour the past six months. After going undrafted in 2021 following his senior year at Oklahoma, Reaves put himself on the map with the Lakers and has quickly ascended to the top of the NBA zeitgeist. Reaves’ journey is inspiring, and his “average Joe” factor puts him in an extremely unique spot. Reaves is extremely comfortable on-camera (His recent appearance on the Ryen Russillo pod was awesome), hard-nosed, charming, and seems like a fun guy to have a beer with. With the help of the LAL Media Machine, I expect Reaves to continue to set the world on fire this year and be a staple in plenty of shitty commercials. Get used to him. 

15. Donovan Mitchell

He might be Jalen Brunson’s son, but Donovan Mitchell still plays an exciting brand of ball and has a singular resonance with the youth. While Mitchell has spent his whole career playing in Utah and Cleveland, two of the NBA’s smallest markets, he’s still managed to put himself in the crème de la crème of the league’s popularity, an impressive feat. Spida also fully immersed himself into the culture of Major League Baseball, making him a two-birds-with-one-stone brand advocate for Adidas. After declining to sign an extension this summer, I think there’s a good chance Donovan isn’t playing for the Cavs in the near future, instead putting himself in a market much larger than Cleveland. Brands would be smart to get in now. 

14. Jalen Brunson

Speaking of markets larger than Cleveland, New York’s franchise point guard Jalen Brunson checks in at #14 on this list. Being the face of the Knicks alone is enough to crack the top-15, but Brunson’s unique underdog story and extremely positive mental makeup puts him in a special category of superstar. My Brunson hot take for this year? He puts together an even better season than last and settles all debates between Aaron Judge, Sauce Gardner, and Saquon Barkley on who the real face of New York sports is. 

13. Victor Wembanyama

In my original draft of this article, I had Wemby at #22 on the basis that he wouldn’t be ready for a superstar workload and the Spurs would slowly ease him into things. The NBA preseason has changed my stance completely; it looks like Wemby is ready to be a serious disrupter from day one. Every single photo of Wembanyama looks AI-generated, you can amaze any crowd with the most tame of his clips and he’s already inserted himself into the most casual levels of worldwide sports discourse. The national TV cameras will be following Wemby all year, and he forecasts to be a perennial feature in the NBA’s national scope for the foreseeable future. 

12. Anthony Edwards

The only thing holding back Anthony Edwards from being in the upper echelon of this list is the fact that he plays in Minnesota, stuck sharing the rock with Karl-Anthony Towns. Looking past his unbelievable play, Edwards is charismatic on camera, has an authentic Atlanta accent and both him and his bulldog Ant Jr. are great follows on Instagram. It won’t be long before Edwards is one of the first names mentioned on these lists, so brands need to get in now. 

11. Luka Dončić

Although I’m putting Luka Dončić under strict surveillance to determine whether or not his skills can translate into team success, there’s no doubt he’s one of the league’s transcendent, rising stars. Luka plays the game with joy and flair that jumps off the screen, and his boyish charm makes him a fan favorite worldwide. Luka’s Slovenian background and multilingual capabilities put him in a rare position to connect with diverse audiences around the globe, making him the perfect target for brands seeking international appeal. Considering that Dončić is as talented as anyone on this list, #11 feels low. If the Mavericks can string together some wins and maybe escape a playoff series, the door is open for Luka to climb the ladder. 

10. Shai Gilgeous-Alexander

In a league where market size can often make or break a player’s marketability, Shai Gilgeous-Alexander is defying the norms in Oklahoma City. SGA isn’t just a basketball player; he’s a style icon who has blazed a trail for all NBA players looking to enter the fashion space. His on-camera ease and growing social media presence are crafting a brand that thwarts the limitations of market location. This could be the year that the Thunder finally attempt to win games and end up in a playoff series, so I expect SGA to make an even bigger leap in marketability than in years past. The Canadian guard is not just the face of the Thunder; he's a multifaceted ambassador for a new type of NBA stardom.

Right after I finished writing this section, it was announced that SGA is one of the faces of Kim Kardashian’s new Skims Men campaign! If that doesn’t scream “marketable,” I don’t know what does!

9. Kevin Durant

Kevin Durant is still Kevin Durant. Hate him or love him, the 7-foot sniper is still one of the bonafide faces of the NBA, and the Phoenix Suns are primed to have one of their most nationally-covered seasons in recent memory. Durant has his best shot to win a title since he left Golden State in 2019, he’s extremely personable off the court, he’s immersed himself deep in the cultures of fashion and hip-hop – he was the A&R for Drake’s recent album For All The Dogs – and he’s absolutely hilarious on Twitter. 

8. Jayson Tatum

Jayson Tatum’s high placement on this list is about one thing: hoops. Tatum is the unequivocal face of the NBA’s newest superteam, and the Boston media machine is among the strongest in the world. To put it in simple terms, he’s going to be on a lot of screens this year. Tatum also checks all the standard boxes in terms of on-camera presence, off-the-court singularity, and a boost for having a cute kid by his side all day. 

7. Joel Embiid

Since entering the league in 2014, “The Process” has steadily risen to the top as one of the NBA’s most enigmatic figures. Playing for the 76ers, a storied franchise with a fanbase as insane as they come, has certainly helped his cause. But the reigning MVP isn't just riding the waves of a large market; he creates tidal waves all on his own. “Troel” is the best Twitter follow in the league (sorry, KD), constantly serving up a blend of humor, sass and mystery that keeps fans hooked. With every game, tweet, and interview, Embiid not only solidifies his legacy in the basketball realm but also reinforces his stance as a larger-than-life basketball figure.

6. Nikola Jokić

Placing the reigning Finals MVP and consensus “best player in the league” at number six feels disrespectful, but I’m forced to do this due to Nikola Jokić’s outlook on the league. It seems he’d rather watch paint dry than do any of the extra work that goes into building a player’s personal brand; he treats the NBA like a regular job that just helps pay the bills. Jokić’s humble demeanor, coupled with a dry wit that often leaves the media chuckling, creates a brand that’s as unique as his playing style. This brand is hilarious, and it’s a unique angle that’s sure to win over die-hard fans, but it’s not helping Jokic insert himself into the brains of the most casual NBA viewers. 

5. Devin Booker

Devin Booker is too cool for school. Booker’s personal brand is as unique as anyone in the league, and he’s a runaway candidate for best Instagram feed in the entire association. Like his Suns teammate Kevin Durant, Booker is making serious waves in fashion, as the recently announced Nike D Book 1’s look to set the standard for hoop shoes in the streetwear space. Booker has also made himself famous for his unique collection of retro cars, and was recently spotted at Game 4 of the NLCS with a 2000s camcorder in hand, showing his full commitment to the vintage aesthetic. No other NBA player is as committed to their visual theme as Booker, and for many of the same reasons as Durant, Booker is at the top of the food chain of individual brand value this year. Oh, and Booker is really good at basketball. 

4. Jimmy Butler

Jimmy G. Buckets and the “G” stands for “gets.” Buckets aside, Jimmy also has a knack for getting headlines. If his past two media days didn’t tell you enough, Butler is no stranger to making a moment for himself. He’s constantly delivering hilarious quotes to reporters, jawing at other players and getting himself on the highlight reels. Jimmy has also carved his own lane in terms of brand partnerships, as he’s the lone NBA player locked into a deal with yoga apparel company Alo and has grown his pandemic coffee hobby into a full-fledged business. Butler’s Miami Heat are usually a safe bet to defy expectations, and I’m sure the folks at Alo were happy (and surprised?) to see their gear being sported on the sidelines of the NBA Finals this year. Other brands out there: this could be you!

3. Stephen Curry

Stephen Curry is a supernova of marketability. In case you’ve missed the past ten years, Curry has completely transformed the Golden State Warriors brand into an international force, and his last name alone resonates in households far and wide. Although it might anger some youth coaches, every kid wants to be like Curry these days. Instead of “Kobe,” children yell “Curry!” when throwing their trash into a distantly located bin. Steph constantly says the right things to the media, shows up for his team in the playoffs, and is a highlight reel factory. He’s a no-brainer at three. 

2. Giannis Antetokounmpo

I think it’s impossible for anyone to dislike Giannis Antetokoumpo. This guy’s story is akin to the greatest movies of all time, and he continues to add to his legacy every day. Giannis is extremely charming on camera, has mastered talking to the media, and I can’t remember the last time he made the news for something negative. Antetokounmpo is the poster boy for small market stardom, single-handedly transforming the Milwaukee Bucks into an Eastern Conference force for years to come. I don’t think we’ve seen the best from Giannis yet; new teammate Damian Lillard will unlock that. 

1. LeBron James

Do I really need to explain? LeBron is the face of the NBA until the day he retires, and he’ll find a way to keep himself in the limelight well after he hangs up the jersey, too.