Bronny James Signs NIL Partnership With Beats By Dre, Stars In Advertisement With LeBron

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UNITED STATESBronny James, the oldest son of NBA champion LeBron James has inked a deal with Beats By Dre.

The high school senior who attends California basketball powerhouse Sierra Canyon, is the first high school signee to collaborate with Beats by Dre.

Beats announced the partnership on Monday with an ad titled “The Legacy Continues,” which features LeBron and Bronny playing basketball and wearing two of the company’s signature wireless headphones, Beats Fit Pro and Beats Studio Buds.

The Los Angeles Times reports the deal, which has been in the works for some time, “will make James a brand ambassador,” who will be “featured in future campaigns and model custom products made for him.”

LeBron has been part of the Beats family since the beginning, so we had the honor of watching Bronny grow with us in an unofficial capacity,” Chris Thorne, the chief marketing officer at Beats, told The Times in an email statement. “With the NIL changes, we knew that he would be the perfect partner.”

LeBron James, according to a news release from Beats, was the first athlete signed as an ambassador for the brand back in 2008.

Now, Bronny James will take up the same role his father did 14 years ago — a brand ambassador for the company, featured in future campaigns and modeling custom products made for him.

Thorne told the Times he couldn’t disclose financial details of the deal, but that Beats hoped to have a “longstanding partnership” with James, similar to his father.

Bronny is currently slotted as the No. 40 recruit and the No. 10 combo guard in 247SportsClass of 2023 rankings.

Last week, we reported that Bronny signed a deal with Nike (see it here).


Photos Credit: Courtesy of Beats By Dre

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Donovan is the CEO and Editor-In-Chief of For all general inquiries please email Donovan has a BA in Journalism & Media Studies from the prestigious Rutgers University. He's currently studying entertainment and fashion law.