Shaq is better than Allen, but Allen is better than Kobe.

Before arguments break out all over the place, the criteria for the ratings are not athletic ability.

When Black Enterprise magazine presented its list of top 10 most-influential celebrity endorsers recently, 76ers guard Allen Iverson came in fifth, while the Lakers' one-two punch of Shaquille O'Neal and Kobe Bryant were ranked fourth and sixth, respectively.

As expected, golfer Tiger Woods tops the list, followed by tennis player Venus Williams and basketball icon Michael Jordan. After Bryant, the lineup is tennis player Serena Williams, former boxer George Foreman, actor James Earl Jones and national radio personality Tom Joyner.

"Top black celebrities have moved beyond roach spray and brew to endorse a wider variety of wares...Whereas many African-American endorsement deals are still connected to sports apparel and fast food, we're also seeing black celebrities endorse more fashion products, automobiles and general market beauty products," Sonia Alleyne wrote in the Sept. 2 issue of the magazine.

Alleyne notes Woods, whose deals include Nike, American Express, Rolex and Buick, averages $54 million annually in endorsements. Venus Williams has a $40 million deal with Reebok.

Jordan averages about $40 million a year in endorsements. O'Neal makes about $14 million a year in endorsements.

Iverson's $100 million lifetime deal with Reebok is "a strong indication that he is bankable," wrote Alleyne.

The Article :

NEW YORK, Aug. 20 /PRNewswire/ -- Golf great Tiger Woods tops the BLACK ENTERPRISE editor's list of biggest and most-influential celebrity endorsers, as announced in the September issue. Woods, with an estimated $54 million a year in endorsement earnings, ranks No. 1 on the list of notables, which also includes grand slam sisters Venus and Serena Williams, basketball legend Michael Jordan, and L.A. Lakers MVP center Shaquille O'Neal, the cover subject of this issue.

Powerhouse endorsers like Woods can deliver a product message successfully to urban markets while also drawing general audiences because of their extraordinary celebrity. It is estimated that, by 2006, the buying power of affluent African Americans will reach $292.4 billion, with the entire African American market totaling $682.5 billion. Advertisers seeking a piece of this multibillion-dollar pie often turn to the power of celebrity to generate huge revenues, with the added benefit of mass-market appeal.

BE culled information from various sources to determine the top 10 most influential celebrity players:

1. Tiger Woods -- Sports superstar takes endorsement deal making into the next stratosphere. Woods has re-energized the game of golf and the sales of its products. His lucrative endorsement deals include top-notch brands like Nike, Titleist, Buick, American Express, and Rolex.

2. Venus Williams -- Received a $40 million contract from Reebok, the largest ever paid to a female athlete.

3. Michael Jordan -- A savvy businessman who has maintained his marketing appeal without overexposure or blurring brands. Jordan averages $40 million a year from product endorsements.

4. Shaquille O'Neal -- Current deals include Swatch, Nestle's Crunch, Starter, Radio Shack, and Burger King.

5. Allen Iverson -- Even with his current legal issues, Iverson remains popular with youth, and retains a $100 million lifetime Reebok deal.

6. Kobe Bryant -- Current endorsement deals for the L.A. Lakers guard include McDonald's, Spalding, Adidas, and Sprite.

7. Serena Williams -- With her sister, Venus, she already has contracts with Avon and Wrigley's. After rejecting Puma's flat fee deal, she negotiated payment to tie directly to her ranking. She was ranked at No. 400 then. Today (at this writing) she is No. 1.

8. George Foreman -- The Meineke spokesman has had contracts with a variety of fast food companies, and has sold more than 10 million Lean Mean Fat-Reducing Grilling Machines.

9. James Earl Jones -- The voice of Verizon and CNN, his unique baritone carries as much, or more, recognition than his presence.

10. Tom Joyner -- The popular radio talk show host has negotiated his contracts to also support his charitable foundations. His endorsements include McDonald's and Nokia.

The People's Choice: BE also asked readers to make their own celebrity selections. The editors received 1,000 responses to a survey gauging the credibility of black celebrity endorsers on consumer buying habits, which was posted on http://www.blackenterprise.com. The survey listed 20 African American celebrities with current endorsement deals. Basketball hero Michael Jordan soared as the people's No. 1 choice, followed by Revlon spokeswoman Halle Barry in the No. 2 slot. Other favorites of BE readers included Tom Joyner (No. 3), funnyman Cedric the Entertainer (No. 7), and soul songstress Mary J. Blige (No. 9).

The September issue of BLACK ENTERPRISE arrives on newsstands Aug. 27.

BLACK ENTERPRISE, your ultimate guide to financial empowerment, is the premier business and investment resource for African Americans. Since 1970, BE has provided essential business information and advice to professionals, corporate executives, entrepreneurs, and decision makers. The publication provides 4 million readers with monthly information on entrepreneurship, careers, and financial management. As the definitive source of information for and about African American business markets and leaders, black enterprise is the authority for business news and trends. The magazine is published by Earl G. Graves Publishing Co.