Los Angeles Lakers were roundly criticized for drafting LeBron James’ son… but he is bringing tons of dollars without even playing
Bronny James’s NBA journey is off to a unique start, marked more by his contributions outside the court than in it. As a rookie for the Los Angeles Lakers, Bronny is already proving that stardom isn’t limited to game stats—it can be built through groundbreaking marketing achievements.
In a record-breaking move, Bronny has sold over 500,000 jerseys in his rookie season, each priced at approximately $100. This phenomenal success has generated more than $50 million in revenue for the Lakers, setting a new standard for NBA rookies.
Even more notable is that these sales figures surpass those of his father, LeBron James, during his iconic rookie year. This achievement highlights Bronny’s ability to capture the hearts of fans and establish his own legacy, independent of his father’s towering NBA career.
Where does Bronny’s success come from?
Bronny James’s rookie jersey sales showcase the power of branding in modern sports. Unlike legends like Michael Jordan or Kobe Bryant, whose careers were defined by on-court dominance, Bronny’s massive popularity stems from his family legacy and his 8.1 million Instagram followers.
Bronny James’s marketing power extends well beyond his record-breaking jersey sales. With endorsement deals from Nike, Beats by Dre, PSD Underwear, Google, and Fanatics Collectibles, he has become a magnet for major brands.
In October 2022, Bronny made history by securing a Nike partnership that included his own NIL (Name, Image, and Likeness) jersey, marking a significant milestone for college athletes.
“Nike’s been a part of my family for as long as I can remember,” Bronny said of the deal, though many credit his famous last name as a key factor in landing it. By May 2024, Bronny’s NIL valuation reached an impressive $5.9 million, excluding the massive revenue from his rookie jersey sales, further solidifying his status as a marketing phenomenon.
While Bronny’s on-court performance-just 10 points in 57 G League minutes with a shooting slump of 4-of-19-raises questions about his NBA potential, his success highlights a shift in sports culture.
