Though he has retired as a professional football receiver, jerry rice still earns a size-able annual income from endorsements. his economic rent is so high because A. there is still a high demand for his star appeal.
Although he has been retired, he was known and is still known for his professional career. Since he was a well known player and is still relevant to this day, he has a high income from endorsements. Different brands use Jerry Rice to attract consumers who like him and football, to try out their product.