We would all be familiar with the Top 5;

1. Tiger Woods (Golf) – $110 million
2. Kobe Bryant (Basketball) – $45 million
3. Michael Jordan (Basketball) – $45 million
4. Kimi Raikonnen (F1) – $45 million
5. David Beckham (Football) – $42 million

But on closer inspection – there is some interesting points to be made here?

Tiger Woods

Tiger earnt more than twice that of the number 2 person on this list in 2009 – Kobe Bryant…and he did not even play for 8 months?  Not bad for a year out recovering from knee surgery!  So how can this be…well simply, Tiger Woods has such an impressive personal brand, that his income streams are varied, and tied to more than his profession!  Tiger has a story, he is good (great) at what he does, he presents consistently and well, and he is everywhere!  This makes the brand called Tiger very bankable for the brands behind him like Nike, Gillette and PepsiCo. Think about your own brand – who does it appeal to?  Which organisation would want you to be their face and why?

Kobe Bryant

For Basketball fans, this comes as no surpirse…Kobe Bryant is in fact one of only 2 in this list with a real job.  in other words, Kobe is an active athlete, having just run and won the NBA Championships with the LA Lakers.  He is a very credible athlete, with great appeal to many of those in the Basketball mad world.  There is not much to be said here for Kobe’s brand, except he is good, and he plays for the best  team!  Do you play with the best team, or why would the best team want to play with you?

Michael Jordan

WTF…MJ retired over 5 years ago and he is still #3 on this list?  This is an INCREDIBLE personal brand. MJ has all the attributes of a great personal brand.  He has style, intellect, everyone knows him and what he does, and he has lived a full life on and off the basketball court.  Michael’s appeal has always been bred through his humble views on failure, success and dreaming!

Kimi Raikonnen

Kimi has not had a good year…but he still manages to make this list?  Why you might ask?  Well Kimi (the Iceman) negotiated long and hard after winning the F1 Drivers Championship in 2007, and he is still reaping the rewards.  The lesson here is to have an appealing brand, get results, and maximise the results!  As one of the only 2 real active athletes on this list in the last 12 months, it is no wonder to see an F1 star among the top 5.  It will be interesting to see how personal brands like Kimi, Lewis Hamilton and others shape up after the GFC and the changes to F1?

David Beckham

I think anyone would be surprised to not see David Beckham here…but where are all the other football stars?  David has pretty much retired, and is 36 y.o yet still commanded more money in 2008 than any other footballer!  His secret; practice your kicking, marry a rockstar, live like a rockstar…and Captain England!   In general, Beckham has an amazing Personal Brand, having spurned the creation of such terms as ‘metrosexual’  His lifestyle and off-field ventures have inspired millions, and graced the covers of the biggest publications on the planet.  David Beckham has style in spades, and lets us all see it…this inspires others; how does your personal brand inspire others?

So what can I learn from these athletes?

The first thing to understand is that branding is ALL about value! If you are earning nothing, and plastered all over the internet, then you personal branding efforts are pathetic (sorry, but true!)  The next thing to understand is that being great is not necessarily the answer to having a bankable brand.  Several of these earners are NOT the top of their game, yet they earn more than anyone else in the sport because they know how to brand themselves!  The final thing to know and understand is that your brand is NOT what you say about yourself, it is what others sya about you.  Others speak about your brand if you inspire them or help them achieve their goals…simple