In 2017, while playing at Real Madrid, Dončić signed a two-year deal with Nike.[246] In December 2019, it was announced that Dončić had signed a multi-year endorsement deal with Air Jordan.[247][248] On July 14, 2021, it was announced that Dončić would be the cover athlete for NBA 2K22, the 23rd installment in the NBA 2K video game series.[249]