LeBron James snagged his second straight MVP award this year as the NBA’s top player, yet his Cleveland Cavaliers team was bounced from the playoffs by the Boston Celtics. James earned $15.8 million from the Cavs and almost twice that through endorsements. His biggest deal is with Nike, and he signed an extension this year that pays more than $10 million per year. James added McDonald’s to his endorsement portfolio in January in a deal worth an estimated $4 million annually. In 2010, he ranks #28 on The Celebrity 100 list compiled by Forbes.com.