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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.

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