Who said anything about endorsements? This would hardly only be about that. The "NYC thing" goes well beyond endorsements. There's simply no other city where an NBA player could go and be that huge if the team is winning. It's easy to forget because they've been crappy for a while, but the Knicks are gingantic in NYC, and that's by far the biggest market out there. There's nothing else like that out there. Plus him going there as they stand right now would be somewhat similar to the pseduo-myth of Jordan going to the Bulls and making that team his and turning it into the force that it was. If LeBron goes to the Knicks and they become contenders again the general perception will be that it was his team and those were his wins. Yeah, that could be the case in Cleveland, too, but then it comes down to Cleveland vs. NYC and which team is in the better position to give him what he wants. Cleveland is obviously further along as a team but seem to be at a breaking point in terms of what they can add to put them over the top. NY has a huge pile of money to spend. I just don't think you can underestimate ego in all of this. If he wins with NY, that's all him. That's his team, his championship, his legacy, his city. Again, same thing in Cleveland, but again, it's also just Cleveland. If he goes to Miami then he's just joining a regularly competing team that's already Wade's team. And it was Shaq's team just a few years ago. The Knicks would be all his on every level even if someone like Wade joins him there because it's like Wade came to him and not vice-versa. And do not underestimate how much money the Knicks have to spend. Yeah, they've only got a few decent players right now, but they could very easily buy themselves a contending team even after signing LeBron. LeBron + NY (both because it's NYC and because they have an assload of money) = instant draw.