Derek Jeter played his last game on Sunday, ending a baseball career with the New York Yankees that spanned 20 seasons. During that timeframe, he won 13 awards from the MLB, plus World Series MVP, and American League Rookie of the Year, and helped the Yankees claim five World Series Championships. The New Jersey-native also took home more than $200 million in salary over the years and millions more in endorsements.

But a key to his financial success runs deeper than his 3,465 career hits. Sports marketing experts told Fortune that Jeter may have also had one of the most positive brands in sports history. Partially because of his prowess managing his brand, the shortstop was No. 11 on Fortune’s World’s 50 Greatest Leaders for 2014. “In a steroid-tainted, reality-TV era, Jeter, the son of two Army veterans, continues to stand out because of his old-school approach: Never offer excuses or give less than maximum effort,” his entry states.

How has Jeter managed to make his brand thrive over the years? Here are five lessons you can learn from The Captain.