The top potential earner from name, image, and likeness has committed to USC.
Bronny James — who boasts an annual NIL earning potential of $5.9 million, per On3 — announced over the weekend that he intends to be a Trojan.
Between his famous father and his own basketball acumen, the 6’3 guard has built a gargantuan social media following — 7 million on Instagram and almost 5 million on TikTok.
The Cleveland native has deals with some of the biggest brands in the NIL space, including a long-term partnership with Nike and the first-ever high school deal with Beats by Dre — two companies also affiliated with LeBron James. While college athletes don’t need to rep the same sponsors as their teams, USC is conveniently a Nike school.
James was also in a commercial for Fast X. His first NIL endeavor was for PSD Underwear.
High School of Champions
James is currently a senior at Sierra Canyon School in Los Angeles — a private school that’s become famous over the past five years for celebrity students and a powerhouse athletic program. The school has even been name-dropped in Drake’s 2021 song “Papi’s Home.”
In addition to James, the boy’s basketball team has also boasted Marvin Bagley III and Zaire Wade. The girl’s team currently features senior stud JuJu Watkins, who inked a Nike deal alongside Bronny and will also play at USC this fall.
![Feb 15, 2025; Montreal, Quebec, CAN; [Imagn Images direct customers only] Team United States forward Matthew Tkachuk (19) and Team Canada forward brandon Hagel (38) fight in the first period during a 4 Nations Face-Off ice hockey game at the Bell Centre.](https://frontofficesports.com/wp-content/uploads/2025/02/USATSI_25429594_168416385_lowres-e1739674194139.jpg?quality=100&w=1024)
