It hasn't been easy for Bronny James, the son of LeBron James, to try and follow in his father's footsteps in the NBA; the USC freshman has struggled in his first collegiate basketball season while putting up low numbers.
In his first season at USC, Bronny James averaged 4.8 points, 2.1 assists, 2.8 rebounds, and 0.8 steals in 19.4 minutes per game while shooting 36.6% from the field and 26.7% from three.
It is understood that his cardiac arrest on July 24 of last year affected his potential in some way.
His disappointing freshman year at USC, however, did not only completely destroy his on-field potential.
At the start of the college season, his name, image, and likeliness value (NIL) were at an astounding $5.9 million due to massive deals he had signed with brands like Nike and Beats by Dre, among others.
His NIL worth fell to $3.7 million at the conclusion of the 2023–2024 collegiate season following his lackluster USC season, per ON3 Elite.
Shedeur Sanders, the quarterback for the Colorado Buffaloes NIL, eclipsed Bronny James as the most valuable collegiate athlete, valued at $4.6 million.
With a $3.7 million, James was also tied for second place with influencer and gymnast Olivia Dunne from LSU.