It is too early to know if Bronny James can live up to what his father LeBron James means to the NBA and to the history of professional basketball. However, there is another area in which he is proving to be very skilled, and in which he has built a very good reputation that could well underpin his effort to excel, regardless of his father’s name and on his own merits.

According to reports from his college days, LeBron’s son managed to sign some commercial deals under the NIL (name, image and likeness) scheme to exploit his image and make money, which were quite substantial and to this day ‘support’ his adventure on the NBA and NBA G League courts with the Los Angeles Lakers.

Bronny James’ sponsors include sportswear giant Nike, global firm Google, headphones Beats by Dre, underwear brand PSD, and collectibles Fanatics, contracts that together have increased the young basketball player’s NIL value to almost six million dollars

Bronny’s very lucrative contracts

With the signature of the swoosh, Bronny put pen to paper on October 10, 2022, and it could not be otherwise, as his father has gone hand in hand with them since his beginnings as a professional. Of course, the contract includes the condition that he always plays in his father’s signature sneakers, the LeBron 20.

The same is true of the audio brand, as it also sponsors LeBron and has had a deal with Bronny since 2022, the same year it signed a deal with PSD Underwear, a brand that counts Jimmy Butler, Ja Morant, Trae Young and Tyler Herro among its ‘ambassadors’.

From its union with the giant Google, only its collaboration with the launch of the new circle and search function is known, and of numbers nothing.