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Bronny James, Nike reach NIL deal with LeBron James Family Foundation in mind

The deal with Bronny James was among three Nike high school student-athlete signings announced Monday
Mike Swanson, SBLive Sports|
Bronny James, Nike reach NIL deal with LeBron James Family Foundation in mind
Bronny James, Nike reach NIL deal with LeBron James Family Foundation in mind

Bronny James became part of the Nike family Monday — a moved that seemed only a matter of time considering the family connection. 

James, a senior at Sierra Canyon High School in Southern California, is one of the most sought-after recruits in the Class of 2023.

Through their partnership, Nike and James aim to continue to “support the LeBron James Family Foundation and positively impact communities that matter most to him.”

LeBron James, Bronny's father, also signed with Nike before his NBA career started and now has a lifetime deal worth a reported $1 billion.

The deal with Bronny James was among three Nike high school student-athlete signings announced Monday, with the others being Camden (New Jersey) boys basketball star DJ Wagner and Sierra Canyon girls basketball star JuJu Watkins.

Sports business analyst Darren Rovell tweeted that Nike's agreement with Bronny James "has to be the largest endorsement deal in NIL history."

(Bronny James photo by Nick Koza)

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Mike Swanson, SBLive Sports
MIKE SWANSON, SBLIVE SPORTS

Mike Swanson is the VP of Content for High School On SI. He's been in journalism since 2003, having worked as a reporter, city editor, copy editor and high school sports editor in California, Connecticut and Oregon.

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