Monetizing basketball meant successful merchandising, especially after Michael Jordan.
I believe I can fly, Be like Mike meant wearing his shoes, wearing his jersey, etc. The buying of Jordan product went past buying tickets or courtside seats. Therefore he could continue to make the same kind of money both on and off court. He hasn't played a while. He probably makes as much or more now. His former NBA salary became his base salary. Good for him, but modeled by current basketball players. Basketball is unique because the fans actually see their faces, for no helmet or protective head gear.