American high school basketball player who attends Sierra Canyon School in Los Angeles. He is the eldest child of professional basketball player LeBron James, Bronny James has inked a deal with Beats By Dre.
Fourteen years after LeBron James joined Beats by Dre as its first ambassador, his son Bronny James has entered a name, image and likeness (NIL) deal of his own with the popular headphone brand. Bronny is the first high school athlete to sign with Beats, per Fox Sports.
Beats announced the sponsorship on its Twitter account Monday with a 90-second-long advertisement video pitting father against son in a one-on-one game of half-court pickup basketball.
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After securing an endorsement deal with Nike, Sierra Canyon High School senior Bronny James follows in his father’s footsteps once again, signing a NIL (name, image, and likeness) deal with Beats. LeBron James was the first athlete signed as an ambassador to Beats back in 2008, and 14 years later Bronny will begin a similar journey, co-developing and promoting personalized products at the consumer audio company.
LeBron has been vocal about his wish to play alongside Bronny in the league, and “The Legacy Continues” promotional video sees the father-son duo dueling it out on home court, with the contrasting music tastes illustrating their different generational attitudes. The specifics of the deal are kept under wraps, though Beats hopes the partnership will be a longstanding one similar to that of LeBron’s.
Bronny recently turned 18 and stands at 6 foot 3, playing the point guard and shooting guard positions. He’s currently ranked as a top 50 prospect for the class of 2023 and beyond basketball, he is active as a content creator for the esports team FaZe Clan, according to Hypebeast.
The news arrives just a week after Bronny signed a deal with Nike.
“For as long as I can remember, Nike’s been a part of my family,” Bronny said in a press release at the time. “Getting a chance to team up with them and continue my family’s legacy both on the court and in the community is wild—it really means a lot to me.”
LeBron signed with Nike in 2003 heading into his first season in the NBA, and inked a lifetime deal with the brand in late 2015 said to be worth $1 billion.
A high school senior at Sierra Canyon, Bronny is currently slotted as the No. 40 recruit and the No. 10 combo guard in 247Sports’ Class of 2023 rankings.
The California Interscholastic Federation, the state’s governing body for high school sports, allows athletes to enter NIL deals as long as the deals follow some basic rules, such as not wearing a team uniform or logo in an advertisement for the company. Bronny has also signed a deal with Nike, which has a lifetime sponsorship contract with his father.
LeBron is entering his 20th NBA season and fifth with the Los Angeles Lakers. He has been vocal in his desire to eventually play in the NBA with Bronny, which would make the father-son duo the first to play alongside each other in the league.
Even if Bronny does not go on to make the NBA — still no sure thing at this point of his career, even with his father’s lobbying — his status as the son of “The Chosen One” and NBA royalty could still make him a lucrative candidate for top NIL deals in the future.
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Sources: Complex, Fox Sports, Hypebeast
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