Deal With $31 Billion Worth Co. Goes in Vain As LeBron James’ Son Bronny Gets More Distant From $6,000,000 Crown

Following in his father’s footsteps, Bronny James has been trying to carve out a name for himself in the world of basketball. He has been successful so far, playing for USC’s Trojans Men Basketball Team as a freshman. Out of ten games played, Bronny has averaged 5.8 points, 2.5 rebounds, and 1.9 assists. Just recently, Bronny and his father LeBron jointly signed a multi-year deal with Fanatics, a $31 billion sports merchandise company. Naturally, one would expect this deal to boost Bron’s value as an athlete, especially his NIL value.

However, the numbers paint a different picture. In the competitive world of high school and collegiate sports, NIL determines the monetary value of a student-athlete’s Name, Image, and Likeness. Thanks to this, young athletes now have the opportunity to earn through endorsements. Now if we look at Bronny’s numbers, his NIL value has dipped.

The deal did not produce the effect it was expected to

As per ON3 NIL, Bronny’s NIL valuation currently stands at $5.8 million. Towards the beginning of this year, in early January, this valuation was set at $5.9 million, edging closer to the $6 million mark. The deal with Fanatics was supposed to propel Bronny’s value to that point. However, things took a different turn as following 10th January, his NIL value dropped to $5.8 million, and it stands there as of now.

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Despite this, Bronny still has the highest-valued NIL contract among college athletes, even leagues above highly acclaimed basketball prospect Isaiah Collier, whose value stands at $588k. Through NIL, Bronny has signed deals with giant companies like Nike, Beats by Dre, and PSD Underwear, where he has his underwear collection. Bronny also signed with Klutch Sports in May 2023, thanks to NIL. It is the same agency that represents his father.

The LeBron-Bronny deal

LeBron and Bronny signed with Fanatics Collectibles, an online sports retailer, more specifically in their trading card division. This is considered a revolutionary move in the trading card industry. Now, both father and son will be on a premium 1-of-1 autographed card. According to NBA Insider Shams Charania, the exclusive card will be released on 19th January.

The card will feature a young Bron wearing his legendary St. Vincent- St. Mary High School basketball jersey, and on the other side, we have Bronny in his USC Trojans jersey. In another exciting development, Fanatics is set to release their ‘Origin of Greatness’ video, as part of their campaign on the same day as the card’s debut. LeBron will be narrating the video, which centers around the life-changing moments of different athletes.

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What do you think can be the reason for Bronny’s drop in NIL value? Let us know in the comments below!