• Loading stock data...
Saturday, July 19, 2025

Bronny James Inks NIL Deal With Beats By Dre, Following LeBron’s Legacy

  • Bronny James added to a growing list of NIL deals with a Beats by Dre partnership.
  • The class of 2023 prospect is building an NIL portfolio mimicking that of his father.
Katie Goodale/USA TODAY Network

Four-star prospect Bronny James is following his father’s path off the court as well as on it.

On Monday, the Sierra Canyon guard announced he had signed a name, image, and likeness deal with Beats by Dre. He’s the first high schooler to sign a deal with the company that, in 2008, signed LeBron James as its first brand ambassador.

The first piece of content from the partnership, in fact, is a commercial showing the father-son duo playing pickup basketball while listening to classical music through Beats earbuds.

The commercial ends with the phrase, “The legacy continues.”

The news comes less than a week after Nike announced it had signed Bronny James — yet another company with a long-standing relationship with LeBron.

Bronny James has a total NIL value of $7.4 million, according to On3. While the partnerships with Nike and Beats are his most high-profile deals, they aren’t his first — he previously signed an endorsement with PSD Underwear.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

(NCL_OSU_11_SUGAR_LAURON 04JAN11) Ohio State Buckeyes quarterback Terrelle Pryor (2) slips around the Arkansas Razorbacks defense during first half of the Sugar Bowl at the Louisiana Superdome in New Orleans, January 4, 2011.

Terrelle Pryor’s Case for NIL Backpay Dismissed in Court

Pryor played seven years in the NFL after leaving OSU amid a scandal.
Texas Head Coach Steve Sarkisian waits to lead his team out of the tunnel ahead of the Longhorns' game against the Baylor Bears, Saturday, Sept. 23 at McLane Stadium in Waco.

Is a Texas Takeover About to Hit the SEC, On and Off..

The Longhorns are favored to win the SEC in their second year in the conference.
WNBA

Portland WNBA Team Will Be Fire, Bigger Choices Loom

The WNBA’s 15th franchise is bringing back the Fire.

Featured Today

Ryan Field Construction
exclusive

First Look Inside Northwestern’s $862 Million New Ryan Field

Five big things FOS learned on our exclusive stadium tour.
Jul 21, 2024; Ayrshire, SCT; Xander Schauffele celebrates with Claret Jug after winning the Open Championship golf tournament at Royal Troon.
July 17, 2025

The Boozy History and Traditions of The Open’s Claret Jug

The Open awards the world’s most famous wine decanter.
2025 PDC World Darts Championship Final - Luke Littler vs Michael Van Gerwen
July 16, 2025

A Teen Darts Prodigy Is Becoming Bigger Than the Game Itself

Luke ‘The Nuke’ Littler is cashing in on his devastatingly accurate shot.
May 31, 2025; Philadelphia, PA, USA; Sydney McLaughin-Levrone (USA) reacts before the women's 100m hurdles during the Grand Slam Track Philadelphia at Franklin Field
exclusive
July 13, 2025

Track’s New Money Is Running Into Old Problems

The sport’s big-money era has hit some speed bumps in 2025.
Bradley Beal
exclusive
July 17, 2025

‘Brad Doesn’t Like Change’: Beal Agent Says He Wants Long-Term Clippers Deal

Beal agreed to a contract buyout with the Suns on Wednesday.
July 17, 2025

T.J. Watt Becomes NFL’s Highest-Paid Non-QB

Watt’s new Steelers contract comes with $108 million fully guaranteed.
Sponsored

Game On: Portfolio Players Stories, Brought to You by E*TRADE from Morgan Stanley

Dealmaker Jeffrey Kaplan maps the evolution of sports as an asset class
Oct 13, 2024; Chicago, IL, USA; Ruth Chepngetich of Kenya poses for a photo with the time clock after finishing first in the women’s race, setting a new world record at 2:09:56 during the Chicago Marathon at Grant Park.
July 17, 2025

Kenyan Whose Record Shocked Running World Suspended for Drugs

Her drug test showed levels 190 times above the allowed amount.
Collins
July 17, 2025

NFL Second-Round Impasse May End As Niners Give Pick $9M Guaranteed

The contract isn’t fully guaranteed like the earlier second-rounder deals.
Caitlin Clark
July 17, 2025

Caitlin Clark Out for WNBA All-Star Game, 3-Point Contest With Injury

Clark and Satou Sabally will miss the game with injuries.
Apr 8, 2025; Phoenix, Arizona, USA; Phoenix Suns guard Bradley Beal (3) reacts during the first half against the Golden State Warriors at Footprint Center.
July 16, 2025

Bradley Beal Agrees to Suns Buyout, Will Join Clippers

Beal is the latest star player to leave Phoenix behind Kevin Durant.