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.
![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)
