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Bronny James appears in commercial for Fast X thanks to NIL

Nakos updated headshotby:Pete Nakos04/16/23


While Bronny James takes the time to make his college decision, he is still monetizing his NIL.

The son of LeBron James has appeared in a commercial for Fast X, which releases on May 19. The advertisement is running throughout the NBA playoffs. He dropped the video on his Instagram, too.

James is one of the most followed amateur athletes in the country with 12.8 million followers. Because California allows high schoolers to profit off their publicity rights, the No. 9 player in the 2023 basketball rankings according to On3 can sign NIL deals.

He has not waited, either. Already a Nike athlete, he holds endorsement deals with PSD Underwear and Beats by Dre. James is also represented by Klutch Sports Group, the a Los Angeles-based sports agency founded by his father and longtime family friend and sports agent Rich Paul.

James has yet to make an announcement about his future. The combo guard from Sierra Canyon is the seventh-ranked player out of California in the 2023 class. USC currently holds a 85.4% chance to land him, according to the Recruiting Prediction Machine. Ohio State is in second place at 14.4%.

He finished the McDonald’s All-American Game with 15 points, going 5-for-8 from beyond the arc

The advertisement released for the Fast & Furious franchise features a Vin Diesel voiceover talking about family, the power of legacy and the next generation. Between cuts of the new film, James is seen playing basketball and eventually hopping behind the wheel of a car.

An extremely successful media franchise, Fast & Furious has grossed more than $6 billion at the box office.

Bronny James’ On3 NIL Valuation

The oldest son of LeBron James has a $7.2 million On3 NIL Valuation, which ranks No. 1 in the On3 NIL 100. The first of its kind and defacto NIL ranking, the rankings feature the top 100 high school and college athletes ranked by their On3 NIL Valuation.

The On3 NIL Valuation is the industry’s leading index that sets the standard market NIL value for high school and college athletes. A proprietary algorithm, the On3 NIL Valuation calculates an athlete’s NIL value using dynamic data points targeting three primary categories: performance, influence and exposure.

About On3 NIL Valuation, Brand Value, Roster Value

While the algorithm includes deal data, it does not act as a tracker of the value of NIL deals athletes have completed to date, nor does it set an athlete’s NIL valuation for their entire career. The On3 NIL Valuation calculates the optimized NIL opportunity for athletes relative to the overall NIL market and projects out to as long as 12 months into the future.