In a stunning move, NBA superstar Luka Dončić has reportedly turned down a massive $50 million endorsement deal from tech giant Microsoft, sources close to the situation confirm. The offer would have been one of the largest individual endorsement deals in sports-tech history, centered around AI integration, gaming, and global brand expansion.
Dončić, known for his on-court brilliance and growing global influence, reportedly declined the offer citing a desire to align only with brands that reflect his personal values and long-term vision. While specific reasons remain confidential, insiders suggest creative control and brand authenticity played a major role.
Microsoft had hoped to leverage Dončić’s popularity to push its Xbox and AI initiatives deeper into international markets, particularly Europe. With Luka being one of the NBA’s most marketable stars, the rejection comes as a surprise and a rare statement of independence in the modern endorsement landscape.
The decision has sparked widespread speculation about Dončić’s next major move in the endorsement world. Already partnered with brands like Jordan and BioSteel, this bold stance only reinforces Luka’s growing influence off the court — showing that for him, not all money is worth the cost.
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