What’s the endorsement behind football superstar?

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The 2018 World Cup features the sport’s biggest and highest-paid stars in Lionel Messi, Cristiano Ronaldo and Neymar Jr., as the trio earned a combined 309 million US dollars over the past 12 months from salaries, bonuses and endorsements.

Argentine superstar Messi has currently six sponsorships with annual endorsement earnings up to 32.7 million US dollars.

More than half of his endorsement earnings are from the global sport brand, Adidas. Two of Messi's six sponsors are Chinese companies, including smartphone maker Huawei Technologies and dairy producer Mengniu.

Lionel Messi of Argentina during the 2018 FIFA World Cup Russia group D match between Argentina and Croatia at the Novgorod stadium on June 21, 2018. /VCG Photo

The Portuguese team leader Ronaldo is also favored by sports, fashion and car brands for advertisements.

His annual endorsement earnings from 12 companies amount to about 36 million US dollars. And his lifetime sponsor, the sport brand Nike, contributed 30 million US dollars. Moreover, the 33-year-old star also fell in love with the Chinese brand. He has a three-year endorsement deal with Chinese emerging luxury SUV brand Wey.

While some fans would put Brazilian football star Neymar behind Messi and Ronaldo in terms of ability, sponsors seem to value him more.

The Brazilian forward earns 39.2 million US dollars for his endorsement of 16 brands. Unlike Messi and Ronaldo, none of these brands has a significant portion in Neymar's endorsement earnings.

The most generous sponsors are Apple's headphone maker Beats and razor maker Gillette. Neymar has appeared in commercials for McDonald's. He also has a deal with Red Bull, which sponsors his worldwide competitive football tournament Neymar Jr's Five. Neymar is not missed by Chinese brands. He endorses Chinese TV maker TCL.