Endorsements
Jordan is one of the most marketed sports figures in history. He has been a major spokesman for such brands as Nike, Coca-Cola, Chevrolet, Gatorade, McDonald's, Ball Park Franks, Rayovac, Wheaties, Hanes, and MCI. In the early stages of his career, he appeared in an anti-drug PSA sponsored by McDonald's. Jordan has had a long relationship with Gatorade, appearing in over 20 commercials for the company since 1991, including the "Be Like Mike" commercials in which a song was sung by children wishing to be like Jordan.
Nike created a signature shoe for Jordan, called the Air Jordan, in 1984. One of his more popular commercials for the shoe involved Spike Lee playing the part of Mars Blackmon. In the commercials, Lee, as Blackmon, attempted to find the source of Jordan's abilities and became convinced that "it's gotta be the shoes". The hype and demand for the shoes even brought on a spate of "shoe-jackings", in which people were robbed of their sneakers at gunpoint. Subsequently, Nike spun off the Jordan line into its own division named the "Jordan Brand". The company features a list of athletes and celebrities as endorsers. The brand has also sponsored college sports programs such as those of North Carolina, UCLA, California, Oklahoma, Florida, Georgetown, and Marquette.
Jordan also has been associated with the Looney Tunes cartoon characters. A Nike commercial shown during 1992's Super Bowl XXVI featured Jordan and Bugs Bunny playing basketball. The Super Bowl commercial inspired the 1996 live action/animated film Space Jam, which starred Jordan and Bugs in a fictional story set during the former's first retirement from basketball. They have subsequently appeared together in several commercials for MCI. Jordan also made an appearance in the music video for Michael Jackson's "Jam" (1992).
Since 2008, Jordan's yearly income from endorsements is estimated to be over $40 million. In addition, when his power at the ticket gates was at its highest point, the Bulls regularly sold out both their home and road games. Due to this, Jordan set records in player salary by signing annual contracts worth in excess of US$30 million per season. An academic study found that his first NBA comeback resulted in an increase in the market capitalization of his client firms of more than $1 billion.
Most of Jordan's endorsement deals, including his first deal with Nike, were engineered by his agent, David Falk. Jordan has described Falk as "the best at what he does" and that "marketing-wise, he's great. He's the one who came up with the concept of 'Air Jordan'."
Business ventures
In June 2010, Jordan was ranked by Forbes as the 20th-most-powerful celebrity in the world, with $55 million earned between June 2009 and June 2010. According to Forbes, Jordan Brand generates $1 billion in sales for Nike. In June 2014, Jordan was named the first NBA player to become a billionaire, after he increased his stake in the Charlotte Hornets from 80% to 89.5%. On January 20, 2015, Jordan was honored with the Charlotte Business Journal's Business Person of the Year for 2014. In 2017, he became a part owner of the Miami Marlins of Major League Baseball.
Forbes designated Jordan as the athlete with the highest career earnings in 2017. From his Jordan Brand income and endorsements, Jordan's 2015 income was an estimated $110 million, the most of any retired athlete. As of 2025, his net worth is estimated at $3.5 billion by Forbes, making him the fourth-richest African-American, behind David Steward, Robert F. Smith, and Alex Karp, and one of the richest celebrities.
Jordan co-owns an automotive group which bears his name. The company has a Nissan dealership in Durham, North Carolina, acquired in 1990, and formerly had a Lincoln–Mercury dealership from 1995 until its closure in June 2009. The company also owned a Nissan franchise in Glen Burnie, Maryland. The restaurant industry is another business interest of Jordan's. Restaurants he has owned include a steakhouse in New York City's Grand Central Terminal, among others; that restaurant closed in 2018. Jordan is the majority investor in a golf course, Grove XXIII in Hobe Sound, Florida.
In September 2020, Jordan became an investor and advisor for DraftKings.