In many people's opinions Kevin Durant is catching LeBron James on the court - with some believing the OKC man to be the frontrunner in this years race for league MVP.
But off the court, James remains dominant.
Forbes today released their annual list ranking NBA player endorsements and the Miami Heat reigning MVP is streaks ahead.
Bringing in around $42 million in 2013, LeBron is associated with everyone from Nike and McDonald's to Powerade, Coca Cola, and Dunkin' Donuts.
His prolonged success on the court, first with the Cleveland Cavaliers and with the Miami Heat since 2010, have made him the sports most marketable player.
Another world-renowned star, Kobe Bryant comes in in second. After a career spanning 18 years, Bryant has been become a true global brand - finding immense popularity in the Asian market amongst others.
The stricken Lakers player brought in approx. $34 million last year.
Kevin Durant, meanwhile, only places fourth in the list with a 'measly' $14 million.
Whilst he has proved to be a dominant force in the NBA since entering the league in 2007, he lacks the titles and longevity of either Bryant or James - and his endorsement total echoes this gap.
Although Derrick Rose, who has hardly been seen on a basketball court in the past two years due to a recurrent ACL injury, proves that you don't need titles to earn with the best.
The Chicago Bulls man made over $5 million more than the Thunder forward. This is largely thanks to a huge $185 million, 13-year long deal with Adidas signed in 2012.
Of the top 10 players listed, only Bryant (injury), Rose (injury), and Amar'e Stoudemire did not feature in this weekends All-Star encounter.
The list in full as reported by Forbes:
1) LeBron James - $42 million
2) Kobe Bryant - $34 million
3) Derrick Rose - $21 million
4) Kevin Durant - $14 million
5) Dwyane Wade - $12 million
6) Carmelo Anthony - $9 million
7) Amar'e Stoudemire - $6.5 million
8) Dwight Howard - $6 million
9) Blake Griffin - $6 million
10) Chris Paul - $4 million