Bronny James may not be the best player selected in the second round of the recent NBA draft. But he is likely the most marketable, as he comes into the league with an unusual set of resources that could lead to a marketing bonanza, according to a report from Deadline’s sister publication, Sportico.
The 19-year-old son of LeBron James has a Name-Image-Licensing value of $3.2 million, according to an estimate by the On3 social network.
That number, On3 says, is less than half of what it was last year, when Bronny had an estimated valuation of $7 million, thanks to deals with Google, Beats by Dre, and Nike.
That was before his lone USC season was hampered by a cardiac arrest incident, adjusting to college, and a team that was struggling.
However, despite that NIL drop, he brings a significant social media audience, with 8 million followers on Instagram and 5.4 million followers on TikTok.
Eric Smallwood, the president of the marketing consultancy Apex Marketing Group, says even a G League Bronny James season brings value, given his notoriety.
“These second-round picks really don’t play much, and are lucky if they’re even still in the league a year later,” Smallwood said. “If he gets a two-way (contract), wherever the G League team is affiliated with the parent league team will sell out tickets. These venues are small, so tickets sell for the G League in anticipation. The Las Vegas Summer League (where nearly all rookies participate) would have direct impact.”
Sportico estimates Bronny’s salary minimum if he stays with the Lakers at the league minimum of $1,276,599 for the upcoming season.
Bronny’s marketing value will grow with more time on the NBA court. “And then the question would be, a shoe deal,” Smallwood said. “What’s next? Does he do a shoe deal if he’s going to be on a G League team that has some some sway with Nike?”
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