How Michael Jordan Made His $2.1 Billion Fortune | Forbes

Michael Jordan was ratings gold for TV networks during his days dominating on the hardwood. He appeared in the four highest-rated NBA Finals of all time, with viewership peaking at 29 million per game in 1998. When he left the Chicago Bulls for good in his second retirement, Finals viewership plunged 45%. In the two decades that followed, the NBA hasn’t even come close, with the highest-rated Finals-the Golden State Warriors versus the Cleveland Cavaliers-pulling 20 million viewers in both 2016 and 2017.
With the sports world shut down, MJ is making a comeback. The much anticipated ten-part documentary series The Last Dance, which follows Jordan’s final Bulls season, aired on ESPN with a pair of episodes last Sunday. The series will unravel, two episodes at a time, every Sunday night through May 17. The series is available on Netflix outside the U.S.
The documentary was originally scheduled for a late June release, but ESPN, which is suffering from a dearth of programming caused by the coronavirus quarantines, rescheduled it after fans flooded social media with pleas to move up the release. The outpouring revealed the depth of the public’s love affair with the 57-year-old star, who during his retirement has entered the Hall of Fame in 2009, triggered a legendary internet meme and become the richest athlete of all time. To mark the occasion, Forbes broke down the business of being Michael Jordan.
Read the full profile on Forbes: www.forbes.com/sites/kurtbadenhausen/2020/04/17/the-inside-story-of-how-michael-jordan-became-the-worlds-richest-athlete/#2aeb1bb25276
Subscribe to FORBES: kzbin.info
Stay Connected
Forbes newsletters: newsletters.editorial.forbes.com
Forbes on Facebook: forbes
Forbes Video on Twitter: forbes
Forbes Video on Instagram: forbes
More From Forbes: forbes.com
Forbes covers the intersection of entrepreneurship, wealth, technology, business and lifestyle with a focus on people and success.

[@susannicky]

This is what makes him the GOAT!!! He got himself a good Advisor wish to have a good Advisor!!

[@susannicky]

May I ask which investments are good? I've been looking at a few different ones but want others' opinions as well..

[@graywilliams_77.]

I'm surprised you know her too. I've been making a lot of profits learning and investing with her for a few months now. ROCHELLE DUNGCA-SCHREIBER is one of the best mentor/trader I have ever worked with in the past few years, she knows how best to deal with whatever market situation....

[@hamza12ism]

So someone must have told him he couldnt make a billion dollar, but he took it personally

[@dp5581]

The best phrase, thx for the series :D Would be better if you started with "So" instead of "And", but still great :)

[@adedejiadeleke1231]

Making decisions to trade forex was a though one for me after my experience, but I'm happy because i listened to my wife and gave it a try. Then i found out a trading manager called Mr Carlos Kingston @Carlos_1uptrades on Instagram, with an investment of $1,000 I got $12,000 in my trade account within 24hours, it was unbelievable to me until I got it in my bank account..

[@hassanyakubu7362]

I’m enjoying the lockdown since I now invest in binary/forex trade with mr Dennis here at Instagram, I’m cashing without problems and zero upgrading fees, his paying me massively every week with no problem or excuses I give thanks to God people like still exist.. start earning massively I mean $6,000 every week @Dennis_forex09.....

[@hamza12ism]

@@hassanyakubu7362 Making decisions to trade forex was a though one for me after my experience, but I'm happy because i listened to my wife and gave it a try. Then i found out a trading manager called Mr Carlos Kingston @Carlos_1uptrades on Instagram, with an investment of $1,000 I got $12,000 in my trade account within 24hours, it was unbelievable to me until I got it in my bank account..

[@rdeluna1726]

@M but then NBA players take the lion share of the salaries of all professional sports being played now.....Therefore basketball is bigger!

[@infini.tesimo]

He deserves nothing but greatness for his legacy he left behind. His late little brother would agree. Rest in peace black mamba.

[@bheesewitamoneysign699]

Keenan Smith kzbin.info/www/bejne/iZisiJ2ngJuUaqc

[@bheesewitamoneysign699]

Keenan Smith kzbin.info/www/bejne/aZS5ZJykgNeqmMk

[@MissBunny850]

Keenan Smith but maybe the goats but had such an amazing cast lol I mean who wouldn’t go to the playoffs every year wit them

[@misterpete8001]

He's still alive pal

[@BRBallin1]

Stop mentioning Kobe already. It’s not healthy to bring him up

[@chi-nation7686]

Ppl talk about how bad of an owner he is, but as a business man he’s undefeated. He turned a 175 million dollar investment into a billion dollar asset

[@alfredoalcantar8691]

Chi- Nation is like jerry Jones

[@LovingTinha]

There is a huge difference between being a great owner and being a winning owner on the court. You can win off the court and not on the court. But winning on the court, requires a lot of things to go right for you. Chicago Bulls weren't great owners either, but they got lucky and got Michael Jordan on their team. If Michael Jordan drafted a Michael Jordan to his team, then he would also be winning titles as an owner. But that kind of thing happens rarely. Not many players can come into the league and claim they are going to turn your franchise into champions and actually deliver like Jordan did. If someone did for Jordan what he did for Chicago. Then anybody could be great owners.

[@firesavantfiresavant8332]

I am not a billionaire but I sure am a recent self-made millionaire #firesavant.com

[@3BALL4]

Nike sweatshops helped

[@LovingTinha]

@@firesavantfiresavant8332 Self Made? What did you do? Rob a bank? Inherit a fortune?

[@DenG611]

What made MJ the GOAT is he always lived up and even surpassed the hype that preceded him

[@sholovesholove4620]

Whaty hype? Do you mean going into high school or college? Or do you mean players before him?

[@28mouse85]

Den G I massively disagree 👊🏼 for me he never matched the hype always disappointed. Hence why I don’t think he’s top 5 of all time let alone any we’re near LBJ

[@m3abdi]

What hype ??? he was drafted 3rd overall n was cut from his varsity high school basketball team

[@denver7914]

@@28mouse85 hmmm. How old are boy?

[@denver7914]

@@m3abdi dude. So salty

[@jetGg8819]

Plus the timely release of the "Last Dance". While every business is struggling this pandemic, he's still earning. 🤷‍♂️

[@rapa101]

He will donate all his revenue from it, heard it couple days ago

[@halash_gowda5127]

FYI ....he gave all the earnings from "the last dance".

[@HondaBro900]

Charity dummy

[@lazarusfowsta]

Right, & not even so much from the show but the attention for his brand.

[@BoyDanny93]

@@rapa101 and his 2 sons wont get even half of it which I totally respect.

[@Mynameisbraulio]

I'm so proud of mj, he deserves everything he got.

[@Chid098]

The Man, The Myth, The Legend.

[@uvwxyzero]

The Legend, The Myth, The Man

[@panchito1384]

And the money maker

[@RobinXlone]

lebron

[@amrio3014]

@@RobinXlone NOPE it's MJ! #23🐐🐐🐐🐐

[@BrawlerTM]

So he's good for the rent this month basically.

[@eyewatch2see77]

rent 👎 ... > MORTGAGE 👍

[@didiss400]

@@eyewatch2see77 that's what i wanted to say hahaha

[@lionelkennedy1394]

Ummm .. yeah. I think he's good for it 😁

[@peyupsman]

I dont think he rents thou😅

[@jalenr.6542]

@@eyewatch2see77 Knowing him his house is probably already paid off

[@prakasavlogs]

definitely i wanna be like Mike $

[@Je.rone_]

*literally ballin'*

[@Neo-oq3rx]

MJ & The Bulls reinjuvinated basketball in the 90s. Wouldn't be what it is today without MJ so all these high paid players need to be grateful to the GOAT

[@kingdinodragonite3470]

@TheRealist 811 but mj has a bigger impact.

[@TheDavinci314]

@TheRealist 811 the NBA was struggling even with Bird and Magic. Sure, the Celtics and Lakers organizations were doing great financially, but it was a different story for the rest of the NBA. The NBA was about to go bankrupt, including Nike. Jordan created a boost of excitement which was a catalyst for a financial recovery that the league has never seen before, even to this day. His star power was proven when Jordan left to play baseball, as viewers dropped by ~25%.

[@sholovesholove4620]

Smh. Yall young ones are funny. Magic and bird saved the NBA. The NBA needed the next magic or bird. Then Jordan became the guy in the 90s. Then in the very early 2000s it was AI. Then it was Lebron in the mid 2000s. NBA wouldn't be global without Mike. But bird and majic shaped the NBA. Excluding the players union with oscar Robertson

[@sholovesholove4620]

@@TheDavinci314 Same thing with lebron. Lebron had a "struggling" year, and ratings dropped 20%

[@erfansvideos]

sholove Sholove Then he went to another team.

[@felixyatin8086]

He only played less than 14 season (retired twice) and yet, he makes big impacts, he makes basketball to becomes one of the famous sports in the world. He's the benchmark of all professional basketball player in the world. He's role model and ambassador of sports, he inspired people, people with different language, people with different culture, people with different jobs, people with different genre, Amazing. "Talent wins games, but teamwork and intelligence wins championships." ~ Michael Jordan ~

[@YEDxYED]

$90 million 13 seasons! Man was larger than life. If he had separated from Nike and made Jordan truly his own, he would’ve been worth more than 2.1 billion. However, no one is complaining about 2.1 billion

[@db32585]

@I Am King I never really thought of it like that. Makes perfect sense.

[@kyle4391]

@I Am King Best comment I've seen in a long time and you are 100 percent right.

[@YEDxYED]

I Am King wow! A tad bit stereotypical but nonetheless correct.

[@escobyte]

@I Am King not true. What about Beats by Dre? See how easy it is to fool ourselves without looking at all the data points?

[@realfootwearreviews139]

Disagree with the comment. Nike’s Tinker Hatfield designed a lot of those shoes which are iconic. And also I always call it Nike air Jordan. Jordan and nike is one and the same.

[@Chessbox09]

A winner on and off the court

[@PoorBoySin]

🐐

[@dominicc2941]

people : J's on my feet MJ : 130 mil in my bank

[@cosmeticscameo8277]

the ones that just stole other peoples jordans back in the day....those are the smart ones. lol

[@mkeonine]

If u the GOAT, u deserve to be the richest. It's elementary.

[@matthewchunk3689]

he's bald!

[@miloshp7399]

also ROAT

[@w.kamaranjoku1712]

@The Moon The RICHEST athlete.

[@fmic3213]

He wouldn’t be who he is today if it wasn’t for his loving parents & big bro Larry Jordan....amazing head start to life✊🏾✊🏾

[@JasonLee-fg7qi]

His older brother was named Larry.

[@fmic3213]

Jason Lee true that

[@cosmeticscameo8277]

@@JasonLee-fg7qi michael has 2 brothers and 2 sisters. michael jordans oldest brother was a sergeant major in the us army

[@antoniogremmis]

Forbes: how Michael Jordan made his $2.1 billion fortune? Literally everybody: being the absolute best in the world at what he did??

[@moka1915]

How do you think Lebron is gonna do in 20 years? Would he be near?

[@MrChampionBeatz]

@@moka1915 he signed a guarantee deal with nike worth 1 billion over a lifetime. Plus all the endorsements yea he definitely on his way. Mj still better tho 😁

[@severusfloki5778]

Tevin Champion Yo does that mean he will still be paid when he retires? Ofc with advertising obligations

[@RobinXlone]

@@severusfloki5778 he'll be paid until he's dead

[@severusfloki5778]

Robin That’s mad

[@rollandcurtis874]

MJ da GOAT

[@bheesewitamoneysign699]

AJ RX kzbin.info/www/bejne/iZisiJ2ngJuUaqc

[@28mouse85]

U mean the man who wouldn’t be considered top 10 if he didn’t sell shoes ?

[@moka1915]

28 Mouse Judging by the music you listen to... you’re a very suicidal person that is very depressed so I’m not gonna even bother you and I’ma let this one slide 🌊

[@28mouse85]

Ke Le and na come on bother me I dare u if your in England tell me we’re il come to you now lad

[@TakingFlightSports]

MJ IS THE GOAT IN EVERY ASPECT

[@uncletony6210]

how about as a person?

[@philipsk]

@@uncletony6210 yeah. It all looks fine to the naked eye, but it don't really happen that way at all.

[@nguyenthanhhai6725]

@@uncletony6210 he built a clinic, and started giving shoes and donating since he retired. What did u do? Boy

[@danieloceans9652]

Crazy how the GOAT was so under paid as a player. NBA players now have too easy

[@JoshuaFrick3]

The OGs sacrificed so they could flourish. That’s what the 1998 and 2011 lockouts were all about.

[@RobinXlone]

bro if u a professional basketball player you shouldnt have to struggle. wym they got it too easy?

[@Nonos2324]

Well 33 million back in the day was a lot so he wasn't really underpaid just now wit inflation there's more money for players.

[@razgaros]

Its 90s 33 millions hahaha. Today its pocket change, but back then that was by far the biggest deal in the NBA.

[@danieloceans9652]

Erratic Nonos I’m not talking about the 33 million seasons. Go look at the other seasons and see how many years he has to actually play before getting big money. Players now a day play 3 seasons and get big money after that

[@saigungurthi7784]

Imagine how much more he would have made if he was in today’s NBA where pretty much every player is overpaid 😳

[@jojopuppyfish]

He's a billionare because the former CEO of microsoft overpaid for the Clippers

[@johncarlollavor2146]

He will have the first billion dollar contract for sure.

[@eyob7394]

You are forgetting inflation. the value of his salary is prolly on par with the top paid athletes in the nba rn or at least close. Plus the nba prolly making more money now.

[@ATJ2024]

One thing about MJ is that his fan base is super loyal. His shoes are priced out of this world and they collect them like rare coins. MJ being in Chicago may have helped versus had he went to Portland. Chicago has great advertising agencies that may have helped his financial legacy. But after 20 years retired from NBA, I can't think of anyone who can produce billions in sports like this...Tiger Woods, Kobe, LeBron, Zion...Venus and Serena ....no one. I'm puzzled!!! People that are dead broke will buy and collect his shoes like they are rare coins. Lol. His mystique is craziness.

[@riittastina6373]

Jordans priced "out of this world" rly? Its not even considered to be luxary item

[@XDOMEGaming]

dude Yeezy's are overpriced and yet tons of people buy them lol..same thing as Balenciaga's,Gucci's..those are considered luxury items but people buy them like crazy. Jordan's name and its looks is what made it very likeable. Celebrities wear J's all the time and people follow that too.

[@nonna19_21]

That's y he's d 🐐

[@88PLR]

Get Money BRUUUUUUH!!!! 💪🏾

[@janierios1194]

MICHAEL JORDAN DESERVES TO BE THE RITCHEST ATHLETE, HE IS THE GOAT AND HE MADE HIS JORDAN BRAND SINK INTO POP CULTURE. HAPPY FOR THIS MAN.

[@andypalencia3365]

Janie Rios yes he does but Kareem deserves more money to

[@shyboyfso]

Many things impressive with him this included

[@nobodyandirine]

He deserves presidency.. Legend

[@NickPR87]

Although there were already athlete endorsements when he got his from Nike, his stature is what made that brand. Everyone wants to be associated with winners and having something from Jordan brand generally means you're ballin'...

[@MiamiHeat305]

Should be much more

[@kevindragonbringer8292]

This is what makes him the GOAT!!!

[@BottingIsWhatIdo]

MJ. The goat being excellent always winning, doing things quietly 🤫🐐🏆🏆🏆🏆🏆🏆

[@anasshahid224]

The GOAT 😎👏👌

[@senway_play673]

Goat 🐐

[@yhideit4427]

The GOAT !

[@chrizwhizfren2400]

I am so happy for all..may god blessings enriches your lives and a success in eeverything you do ...god bless forbes ..wish all for bountifull and beautiful lives ..

[@chukesobialo5706]

Love stories like this. Hope it continues. ♥️

[@MattGarcyaDC]

he deserves every penny. I want to see him talk about his businesses and how he operates

[@tambakongoh]

He’s a genuine guy. I like him.

[@AnnexF]

I'm so happy for Michael! Enjoy your 💰 GOAT! You earned it.

[@Mr.White10-65]

Sometimes I dream.......that he is me........

[@erniasashgedom1394]

Brian Bianco ur a loser

[@Mr.White10-65]

@@erniasashgedom1394 that's not what your momma called me last night. What's wrong with you boy?

[@nihatkayar3170]

Share. Also, the GOAT of money.

[@nunogomes5705]

MJ = 💰💰💰

[@shuntsai5074]

MJ never stops winning! GOAT 🐐 👑

[@sanashy9024]

Oh wow. Jordan's post-career decisions are what make him the GOAT.

[@VlPULTRA]

Well deserved, he is the GOAT - the God of Basketball..nobody to that day could defeat him,

[@28mouse85]

Lebron would have. Kobe would have. He strugggles to make top 5

[@norapeace6526]

And he deserves every Penny from all his hard work 👍🏽

[@w.kamaranjoku1712]

One word: Jordans

[@isaacannanjr2371]

Endorsements is where it’s at 💵💯

[@chrizwhizfren2400]

God bless all in forbes may his blessing over pours a bountifully ....i am so happy for all ...

[@Os_-tw4ot]

Rich and Bald ... winning combo

[@bheesewitamoneysign699]

Urban Factory 13 kzbin.info/www/bejne/iZisiJ2ngJuUaqc

[@kingraiderr]

Genius man

[@dougdoug9268]

GOAT

[@Marlon-zn8vh]

The GOAT

[@nihatkayar3170]

Share ! Not only he is the GOAT but he is also the smartest.

[@nihatkayar3170]

Share, the GOAT !

[@nihatkayar3170]

Share, the GOAT of making money.!

[@dazzaMusic]

the most marketable sportsperson on the planet look at how much a pair of series one AIR Jordan’s are going for.

[@leorios8279]

What can you say the man deserves it all

[@Jordan5s]

I think he got way more than that

[@kofiofosu9051]

MJ brings his competitive nature to business

[@agene5583]

Still sells Shoes 4 times Lebron per year. Lbj 32M while MJ is 130M. GOAT in all aspect. Imagine being out with the NBA for 17 years and still sells better than current superstars. 💁‍♂️

[@28mouse85]

I find that very sad tbh. Jordan should have died out decades ago with his shoes. Not even a top 10 of all time tbh

[@agene5583]

@@28mouse85 Legends never dies and MJ is a global icon. Not sure if your serious or not on saying he's not even to 10. Like wtfh. MJ is the basketball G.O.A.T. You can argue with all other greats but he's just on another level.

[@investidorpioneiro]

Best ever, 👌🏾👌🏾

[@tnick770]

Very proud 4 Mic👌🏽

[@MrDedpool1]

"Its gotta be the shoes" still applies

[@sealoftheliving4998]

Awesome MJ.

[@centanhotbox84]

what a guy

[@user94_21]

The Brabo

[@christineveneracion9201]

Awesome MJ!

[@sodazman]

By being the most fierce animal of all time: the GOAT

[@hamndv]

Smart man in court and outside

[@jimwolabaugh3608]

They talk about billions and then flash a bunch of ones and fives at the beginning of the video😂

[@papagiantv]

*taking advantage of his people*

[@mahedhusayn3474]

U telling me scrubs like Tristan thompson made more money than MJ in the NBA

[@daishi74]

Hard work

[@walterayala682]

Like the man said himself none of this would’ve been possible if he was just a role player. 🐐

[@cosmeticscameo8277]

michael is lucky his agent David Falk never screwed him over his parents helped look out for his best interests. nike made michael jordan.

[@Bankz12]

One way. The same sneaker keep being sold every year hahaha. Genius.

[@gostfalcon]

Last dance was just the first pay day. Damn Jordan!

[@thegoodthebadandtheugly579]

While I’m happy for Jordan, I’m also very sad about humanity and how easy it is to become richer when you are already rich, and how impossible it is to become rich if you’re actually working something that helps people..

[@cosmeticscameo8277]

it's a flywheel effect. you're only worth what people are willing ot pay for your products and services...

[@thegoodthebadandtheugly579]

@@cosmeticscameo8277 yeah, but that’s sad when it comes to how much money is being paid for advertisement - where most of Jordan’s money came from, to be reinvested in other business after.. the disparity is just crazy..

[@doge1590]

GOAT Franchise Owner Ever

[@jeffdamicog1105]

He deserves it. If i recall correctly he was the most underpaid top athlete during his time with the Bulls no thanks to Krause

[@machidako1]

Actually no. Pippen was one of the most underpaid at the time

[@avieus]

Notwithstanding his last 2 seasons with the Bulls, he was grossly underpaid in salary, given his massive impact on ticket sales , the local economy, and his influence in spreading the sport globally

[@nickwilsonxc]

1:39 I spy a gold digger.

[@numinumful3815]

no no, she "loves" him

[@adventurous1019]

What’s wrong with being a gold digger thoe?

[@GhostTacos1975]

Remember first time I asked my dad for a pair of Jordan's, his response I'm not putting my money in that mans pocket.

[@GhostTacos1975]

@John Doe He likes the Celtics.

[@dillonaugust2212]

That's awesome!

[@Saskiequelle]

By being the best athlete in the world.

[@supersaiyanjin2199]

His name is literally worth billions

[@Billy_Almighty]

Wowww. Kids you should "be like Mike"😎😎😎

[@DanielGoldMcduckRose]

Those royalties are what matters!

[@shonuffLA]

I wish he’d put a decent hornets team together. We’ve been terrible forever.

[@lesaatuatasi6267]

It didn't say anything about him breaking away from Nike

[@jaimemeza7821]

smart man.

[@riderwang9770]

If you are the GOAT, it only makes sense if you are a multi-billionaire. I guess that's how the society should work.

[@questionblock8949]

Id be happy with ½million dollars.. that's all i want lol

[@jean-lucpierre8636]

Smart man👏🏾👏🏾

[@jasonlim7427]

Everybody wants to be like "mike"

[@luisjunio4700]

#thegoatmj23forlife, one of the multi billionaire businessman in the world in forbes magazine. I love air Jordan brand sneakers.

[@methcurry6887]

He completed the Lester missions after he completed the game.