In a move that’s raised eyebrows across both the sports and business worlds, basketball superstar LeBron James has reportedly lost an estimated $10 million in brand endorsements after publicly endorsing Vice President Kamala Harris for president. Known for his unmatched skill on the court and his ability to build an empire off of it, James now finds himself facing the financial consequences of stepping into the political arena. For some brands, it seems LeBron’s latest endorsement was a dunk they couldn’t get behind.

The controversy erupted shortly after James posted a video on social media urging his fans to support Harris, pairing his message with footage of her opponent’s most inflammatory remarks. “When I think about my kids and my family’s future, the choice is clear,” James said in the video. But while he may have hoped to inspire fans, the post sparked an entirely different reaction among his sponsors, with several companies swiftly pulling their support and making it clear: “We don’t support his politics.”

The backlash was swift and costly. Within days of James’s endorsement, multiple brands he’d partnered with for years began cutting ties. Among them were notable names in athletic gear, beverages, and even a health supplement brand that had recently signed a lucrative deal with the NBA star. The message from these companies? Sports and politics don’t mix—at least not when it might affect the bottom line.

One anonymous marketing executive explained the decision. “We’re here to sell products, not political ideologies. LeBron’s endorsement, while his right, is just not something we can stand behind as a brand that values neutrality.” As brands fell like dominoes, the estimated $10 million in lost deals piled up, leaving fans, analysts, and even James himself to wonder if it was all worth it.

The public reaction was split, as fans took to social media to express either outrage or support for James. Hashtags like #LeBronStandsUp and #StickToSports began trending within hours, with fans and critics alike passionately debating whether athletes should use their platforms for political purposes.

One fan tweeted, “LeBron has every right to speak his mind! If you don’t like it, then don’t follow him.” Another, however, countered, “I get it, but he’s a basketball player. I follow him for his game, not his political takes.” The debate became a microcosm of a much larger question: should sports stars use their fame to support political causes, or is their role simply to entertain?

Some brands appeared to be caught in the crossfire, with people on both sides of the debate criticizing them for either pulling out or not pulling out fast enough. “In today’s climate, it’s impossible to please everyone,” said a representative from one of the brands. “LeBron’s endorsement was polarizing, and while we respect his decision, we also have to consider our diverse consumer base.”

While companies are often willing to give their athletes a fair amount of leeway in their personal lives, LeBron’s endorsement of Harris appears to have crossed a line. One beverage company released a statement explaining the decision to end its partnership with the basketball icon: “While we respect LeBron’s views, our brand focuses on bringing people together. This particular endorsement has divided many of our customers, and we feel it’s in our best interest to part ways.”

A similar statement came from an athletic gear company that had collaborated with James on a successful sneaker line, a loss that reportedly cost him several million dollars alone. “We value unity and believe sports are a space for inclusivity, not division. Unfortunately, we feel that endorsing a political candidate on such a large platform goes against that mission,” read the statement.

The responses seemed almost formulaic, yet they revealed the brand’s unwillingness to align with James’s stance on Harris. The phrase “We don’t support his politics” has since become a buzzword, with fans wondering just how “neutral” these companies really aim to be.

James, who has long used his platform to advocate for social justice issues, addressed the fallout in a follow-up post. “I stand by my endorsement and my beliefs. Losing deals won’t change that,” he wrote, doubling down on his decision to support Harris despite the financial cost. He added, “I’ll keep speaking up for what I believe is right, even if that means making sacrifices.”

The message was met with a wave of support from fans, who lauded James for putting principles over profits. Some even began calling for boycotts of the brands that had severed ties with him, with one Twitter user posting, “If they can’t support LeBron’s voice, then we can’t support them.”

Still, some fans urged James to reconsider his approach, worried that his political involvement might overshadow his legacy as one of the greatest athletes in history. “I love LeBron, but I wish he’d stick to basketball. He’s better than this,” one fan commented on social media.

LeBron’s $10 million loss has raised questions about how other athletes will approach political endorsements in the future. Traditionally, most athletes have opted to avoid endorsing specific candidates, preferring to focus on broad issues instead. But in today’s polarized climate, even a hint of political opinion can lead to backlash from fans and sponsors alike.

Some analysts suggest that James’s stance could pave the way for more athletes to get involved in politics, while others see his losses as a cautionary tale. “It’s a risky move,” said one sports marketing expert. “Brands are already looking for ambassadors who resonate with everyone, and when an athlete endorses a political candidate, they’re effectively taking sides. LeBron’s lost deals might make other players think twice before stepping into the political arena.”

With his brand partnerships reduced, some are speculating about how LeBron might pivot his image and regain financial momentum. Will he seek out new endorsements from brands that align more closely with his values, or perhaps even launch his own brand to gain full control over his image? Fans are curious to see what’s next, and some are hoping he’ll take the opportunity to turn the $10 million loss into a new venture.

“If anyone can bounce back, it’s LeBron,” said a longtime fan. “He’s not just an athlete; he’s a brand. This won’t be the end of him—it’s just the beginning of a new chapter.”

Ultimately, LeBron’s decision to endorse Kamala Harris may have cost him millions, but it has solidified his reputation as someone who isn’t afraid to speak his mind, no matter the financial repercussions. In an era when brands often prioritize profits over principles, LeBron’s willingness to put his beliefs ahead of his bottom line has made him a polarizing yet undeniably influential figure.

As the dust settles, one thing remains clear: LeBron James is not backing down. For better or worse, he’s taken a stand, and he’s ready to face whatever comes next—even if it means losing millions in the process. Whether brands will think twice before severing ties with athletes over politics remains to be seen, but for now, LeBron’s $10 million sacrifice has set a new precedent in the world of sports endorsements.

And as LeBron himself put it, “Sometimes you have to lose something to gain something greater.” It’s a lesson in sacrifice, resilience, and the price of standing up for what you believe in.