MyCareer in NBA 2K23 MT is more than just playing games. In fact, players need to boost their off-market branding in order to get endorsement deals and, more importantly, a boost in venture capital. So, how do you get endorsements in NBA 2K23's MyCareer and The City? This will take some grinding, so let's help with that.

How to get recognized in the city
Right now, players in NBA 2K23's MyCareer won't be able to get endorsements. Since you are just starting your career, you need to grow your brand and gain followers.

In order to gain fans, users just need to be good at the game. This includes shots, rebounds and blocks, as well as assists, to name a few. As far as brand growth is concerned, users can do this by answering questions from the media, taking fashion walks around the world, going to Dreamville and making music for your NBA brand and completing game-related tasks.
As you play the game and progress towards becoming a team starter, you should be able to access the commercial mission, the "Going to the Nation" mission.
In this challenge, players are tasked with trying to pry Perc-O-Latte's state sponsorship deal from Uncle Bobby. Complete missions until you team up with Tracy McGrady or Kevin Garnett in a 2v2 match. Earn it and you'll be responsible for landing endorsements.
Once this is done, you will be able to log in for endorsements, go to the pause menu, then progress -> Branding/Endorsements -> Endorsements. Here you will find all available endorsements.

If one of them is locked, go to Missions -> Side Quests -> Endorsements to see the requirements for each mission. Some will be different, as some require a high corporate image while others require a high free spirit attribute.
Until then, though, users will be able to land on magazine covers such as SLAM or Sports Illustrated. Do these because these tasks will help grow your brand.