As the son of one of the most popular athletes in the world, there are several sets of eyes tracking the progress of Bronny James. Of course, James is the eldest son of Los Angeles Lakers superstar LeBron James, who is in the 20th season of his NBA career.
But Bronny is playing for Sierra Canyon high school as an 18-year-old, and he’s not eligible for the NBA Draft until 2024. Still, that hasn’t prevented plenty of hype from building about the 6-foot-3 guard out of Ohio.
After putting on a fantastic display at the Powerade Jam Fest, throwing down multiple crowd-pleasing dunks, the talk surrounding James has only continued to grow.
With Bronny still trying to decide which college to commit to, where he’s likely to remain for just one season, there’s also been some chatter about his value. In this case, we’re talking about how college athletes can finally profit off their own name, image, and likeness (NIL), which in Bronny James’ case, is quite significant.
According to On3, James’ current NIL valuation is estimated at $7.2 million. To no surprise, this tops all other high school college basketball athletes. The athlete who comes in behind James is San Ysidro guard Mikey Williams, who has an estimated NIL value of $3.3 million, according to On3’s metrics.
In fact, James has already secured endorsement deals with companies like Beats by Dre, Nike, and PSD Underwear.
While Bronny may be set to rake in the dough in endorsements, he’s still not viewed as the top prospect in his class. According to 247sports, James is ranked 33rd in the nation as a four-star recruit. Yet, no one recruiting James to come to their school likely cares that he’s not the top-ranked prospect in his class, he’s still the son of LeBron James, and that alone raises Bronny’s ceiling and his floor.
Related: Bronny James a projected top 10 pick in 2024 mock draft