Luka Doncic signed a multiyear exclusive agreement with Panini America for autographs and memorabilia in April 2021. This partnership covers the production and sale of various signed items, including jerseys, basketballs, and photographs, exclusively through Panini Authentic.

Luka Doncic joined BioSteel as the Global Chief Hydration Officer in March 2021, where he promotes the importance of healthy hydration and educates youth about the brand's zero-sugar sports drinks. Dončić expressed his enthusiasm for this role, stating he is passionate about healthy hydration on and off the court.

Luka Doncic serves as an ambassador for Slovenian Tourist Board, promoting Slovenia as a travel destination. The partnership focuses on increasing the visibility of Slovenia, especially in the United States, and is not tied to the specific club he plays for.

Luka Doncic signed a five-year endorsement deal with Jordan Brand in December 2019, becoming a prominent face of the brand. In March 2025, Jordan Brand introduced the Luka 4, a performance basketball shoe designed specifically for Luka Doncic, featuring proprietary IsoPlate technology and a Nike Zoom Air unit. The Luka 4 is a performance silhouette that leverages the best of Jordan Brand basketball innovation to power Luka Doncic’s game.