While the importance of being in a major market has decreased in terms of traditional endorsements such as shoes, the overall economy of a specific area could offer unique opportunities to star players.
According to a piece by Ramona Shelburne and Chris Haynes in ESPN, Durant and his business partner, Rich Kleiman, have set up their business, the Durant Company, in the Bay Area. California-based companies such as YouTube, Acorns and Postmates now have partnerships with Durant.
Durant previously revealed in a New York Times profile this spring that he is in business with Silicon Valley "super angel" investor Ronald Conway and consulting with Laurene Powell Jobs, the widow of Apple founder Steve Jobs.
According to the Times story, Durant and Kleiman watched the election results at the home of Eddy Cue, Apple's senior vice president for internet software and services, along with Tim Cook, Apple chief executive, and Pharrell Williams.
LeBron James has built a successful media and entertainment company while being primarily based in Akron, though he maintains a home in Los Angeles in the summer.