"Dirk Nowitzki doesn't care about gathering lucrative endorsement deals, he made that clear in a letter to Bloomberg last month.

But that hasn't prevented him from becoming the NBA's most marketable player, according to a recent Nielsen/E-Poll.

SportingNews.com reported Monday that Nowitzki's N-Score, which measures name and image awareness, appeal and personality attributes, topped the survey.

"The extreme N-Score declines of LeBron and Dwyane Wade demonstrate that endorsement potential is about much more than consumer awareness," Stephen Master, vice president at Nielsen Sports said in the article. "From endorsement superstars to being knocked off the top 10 list, they've learned the hard way the importance of public perception and appeal."