Luka Dončić Secures $100 Million Endorsement Deal With Samsung, Pledges $50 Million to Youth and Orphan Initiatives
In a historic moment for both sports and philanthropy, Los Angeles Lakers’ star point guard Luka Dončić has signed a groundbreaking $100 million endorsement deal with global tech giant Samsung. The multi-year deal not only cements Dončić’s position as one of the most marketable athletes in the world but also highlights his deep commitment to giving back to the community.
In an extraordinary act of generosity, Dončić has pledged $40 million of the deal’s earnings to the Boys & Girls Clubs of America, a national organization dedicated to providing safe spaces, mentorship, and development opportunities for underprivileged youth. Additionally, the Slovenian-born superstar has committed another $10 million to support an orphanage home in Los Angeles, ensuring that vulnerable children receive the care, support, and opportunities they deserve.
This endorsement is among the most lucrative ever for an NBA player, placing Dončić in elite company alongside the likes of LeBron James and Stephen Curry. Industry insiders say Samsung sought a global ambassador with both star power and integrity, and found the perfect match in Dončić. The partnership will see Dončić featured in a series of campaigns promoting Samsung’s newest line of Galaxy devices, smartwatches, and AI-powered smart home technologies.
“Samsung is a brand that stands for innovation, excellence, and connection—values that deeply resonate with me,” Dončić said in a statement released Tuesday. “But what matters most is using this platform to make a lasting impact. I came from humble beginnings, and I know how much a little help can change a child’s future. I’m proud to be in a position where I can give back in a meaningful way.”
Dončić’s journey from a young basketball prodigy in Ljubljana, Slovenia to a marquee name in Los Angeles has been nothing short of meteoric. After dominating in Europe and rising to NBA superstardom with the Dallas Mavericks, his blockbuster trade to the Lakers in 2024 sparked a new chapter in his career. Since arriving in Los Angeles, Dončić has averaged over 30 points per game, transforming the Lakers into title contenders once again.
Beyond the court, Dončić has become known for his philanthropic efforts. Last year, he funded the construction of basketball courts in under-resourced communities in Eastern Europe and provided scholarships to international students pursuing sports management.
Lakers Former head coach Darvin Ham praised Dončić’s character in a post-game press conference. “Luka’s impact is bigger than basketball. He’s the kind of leader every team dreams of—focused, passionate, and deeply compassionate. This deal is a win not just for him, but for every kid who dreams big.”
As Dončić continues to dazzle fans with his clutch performances and court vision, it’s clear his influence stretches far beyond basketball. With this monumental Samsung endorsement and generous charitable commitments, he’s not just shaping the future of sports marketing—he’s shaping the future of countless young
lives.
