Bronny James has been under the spotlight since childhood, and his transition to college hasn’t dimmed that glare. After committing to the University of Southern California in 2023 from Sierra Canyon High School, his performance on the court turned doubters into believers.

Son of basketball legend LeBron James, Bronny showcased impressive averages of 13.8 points, 5.5 rebounds, 2.7 assists, and 1.8 steals per game, significantly boosting his NIL (name, image, and likeness) value. Valued at approximately $5.9 million, thanks to lucrative deals with global brands like Nike and Beats by Dre, his trajectory seemed promising until a health setback intervened.

On July 24, 2023, Bronny experienced a cardiac arrest during practice with his USC teammates at the Galen Center in Los Angeles. After a five-month hiatus, his return to the court in December led to a decline in performance, impacting both his game stats and NIL value. Playing in 25 games, he averaged only 4.8 points per game with 2.1 assists and 2.8 rebounds over just over 19 minutes. USC’s failure to qualify for the NCAA Tournament further dampened his prospects, resulting in a drop in his NIL value from $4.7 million to $4.5 million.

In the face of criticism surrounding Bronny’s decision to enter the transfer portal and potentially the NBA Draft, LeBron James has been steadfast in his support for his son. Urging others to allow Bronny to enjoy college basketball and let his work speak for itself, LeBron emphasized his son’s dedication and work ethic.

Despite facing a decline of $0.8 million by the end of the season, there remains hope for Bronny’s future, especially if his father’s wish of playing together with the Los Angeles Lakers comes to fruition. Such an opportunity could swiftly boost Bronny’s NIL value.