Stephen Curry Signs 10-Year Endorsement Deal With Li Ning After Under Armour Split

Stephen Curry has signed a long-term endorsement deal with Chinese sportswear company Li Ning after ending his relationship with Under Armour, according to Bloomberg and the BBC. The move gives one of basketball’s biggest global stars a major new commercial partner and underscores how Chinese brands are increasingly competing for international athletes to raise their profile worldwide.

Bloomberg reported that the agreement is a 10-year deal, while the BBC said the signing comes after Curry’s split with Under Armour. The deal is significant not only because of Curry’s global appeal, but also because it places him at the center of Li Ning’s effort to strengthen its standing beyond China and into broader international markets.

The partnership also reflects a wider trend in which Chinese companies are pursuing top-tier celebrity endorsements to build global recognition. As reported by the BBC, Chinese firms have been vying for deals with major sports and entertainment figures as they try to position themselves as international brands rather than domestic manufacturers.

How successful the deal becomes may depend on how Li Ning handles its stores, products and marketing, Bloomberg Intelligence analyst Catherine Lim said in Bloomberg’s report. That suggests the endorsement alone will not be enough; the company will need to pair Curry’s image with a product strategy that resonates with consumers in key markets.

For Curry, the agreement creates a new chapter in his off-court business relationships at a time when athlete endorsements remain a major part of global sports marketing. For Li Ning, it is a high-profile bet that a familiar face can help expand its appeal among consumers who may know the brand but have not yet chosen it over better-known rivals.

The deal also highlights the growing importance of China in the global sportswear market, where companies are using celebrity partnerships to signal ambition and reach. If Li Ning can translate Curry’s star power into stronger sales and brand recognition, the agreement could become one of the company’s most important international marketing moves in years.