The NBA veteran Carmelo Anthony’s son, Kiyan Anthony, is no ordinary chip off the old block, but he’s building his own legacy. The 6-foot-5 young shooting guard has been making waves in the basketball world with his great performances at Peach Jam, SLAM Summer Classic, and Rod Wave this summer, which has been compared to his father’s fluid offensive style, and the 17-year-old even sports the same number 7 jersey that Melo popularized.

With a smooth shooting stroke and an innate understanding of the game, Kiyan has established himself as a 4-star prospect by 247Sports Composite and is listed as the No. 28 player nationally. Now, as he takes a significant step in his career with a new NIL deal, let’s see how it will play a pivotal role in his NBA career.

How NIL is going to play a part in shaping Kiyan’s NBA path

First, let’s understand what NIL is. NIL stands for Name, Image, and Likeness rights, which gives college and high school athletes the right to make money in endorsement deals, sponsorships, social media content, merchandise sales, and other commercial opportunities. The NIL policy went into effect through the NCAA in July 2021. Moreover, this change has given rising stars, like Kiyan Anthony, to capitalize on their fame whilst still in school.

While NIL deals are especially helpful to athletes hoping to make a career in sports, those deals have financial perks, and the potential to grow a public profile and connections with businesspeople are great as well. These deals also show young players how quickly they are expected to adjust to the pro-athlete lifestyle, and how they have to manage marketing and branding, before they even hit the NBA.

And now, Kiyan Anthony has signed another NIL deal. WME Sports took to Instagram and announced, “WME Sports is proud to announce we have signed Long Island Lutheran guard, Kiyan Anthony, to exclusive NIL representation…Welcome to the family, Kiyan!”

Kiyan Anthony’s NIL deal is significant for several reasons. First, it gives him a platform to enhance his brand early in his career, creating a fanbase and media presence even before stepping onto a college court. With NIL earnings, he can invest in resources that will boost his performance, such as training facilities, top-tier trainers, and nutrition plans. It also provides a degree of financial security, allowing him to focus on his game without financial distractions. According to One3, Kiyan has 1.3 million followers on his social media and ranked 56 in the Top 100 NIL rankings.

Moreover, Kiyan’s NIL new deal signals that he is already perceived as a valuable athlete with potential appeal for top colleges and, eventually, NBA teams. Surprisingly, his mother, La La Anthony, is also a partner with the talent agency.

As Kiyan Anthony approaches his college decision, all eyes are on him. With his exceptional talent and growing reputation, he has the luxury of choosing from a plethora of elite basketball programs. Regardless of where Kiyan ultimately lands, his NIL deal has set the stage for a remarkable journey. But what are the other NIL deals that the 17-year-old is a part of?

Kiyan Anthony’s other NIL deals

Kiyan Anthony is making waves both on the court as well as in the business world, like his dad NBA legend Carmelo Anthony. The young prodigy’s portfolio of NIL deals showcases his marketability at just 17 years old.

The first NIL deal that Kiyan ever had was in 2023, when he signed a deal with the premier underwear brand PSD. He was among the youngest players to be endorsed by the brand. “It’s more than just a partnership. It’s a collaboration that represents my style and my love of basketball. Together, we’re going to redefine what it means to be comfortable and confident both on and off the court,” said Kiyan (as per On3). His next two deals were with the company Nerf and Vanessa Bryant’s Mamba and Mambacita Sports Foundation.

However, there’s one more brand that Kiyan is looking forward to. “I want an NIL deal with Jordan, cause my pops signed with Jordan. I feel like that will be fire,” said Kiyan once. These strategic collaborations not only provide financial benefits but also establish Kiyan’s personal brand early in his career. With more and more brands approaching him to partner as he excels on the court and keeps a solid profile on social media with over 900k followers on Instagram, he is bound to make more partnerships with more outstanding brands.