What is LeBron James' son Bryce James' NIL valuation in 2024? Exploring the HS hooper's NIL value after dropping from the top spot

Bryce James, the youngest son of NBA superstar LeBron James, currently has an NIL valuation of $1.3 million as of late 2024. Once sitting at the top of the high school basketball NIL rankings on On3, Bryce has experienced a noticeable drop, now ranked No. 5.

Despite boasting 3.4 million social media followers — more than five times the combined total of his top rival, AJ Dybantsa — Bryce’s NIL valuation has stagnated, with no substantial growth reported over the past year.

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Potential factors contributing to Bryce James' decline in NIL Valuation

Bryce James (Photo by Cassy Athena/Getty Images)

On-Court Performance: During the Nike Elite Youth Basketball League (EYBL) in May, Bryce averaged 5.6 points and 2.4 rebounds per game over five games. In his sophomore year at Sierra Canyon, he posted 3.8 points per game across 12 games. These statistics indicate a need for further development to match the performance levels of top high school prospects.

Comparison with Peers: Kiyan Anthony, son of Carmelo Anthony, has outperformed Bryce in several aspects. Standing at 6-foot-5, Kiyan averaged 19.6 points and 4.6 rebounds per game over 15 games in the EYBL, including an 18-point, four-assist performance against Bryce's team. Additionally, at the NBPA Top 100 camp in Orlando, Kiyan scored 42 points on 15-of-28 shooting, including 4-of-9 from deep, leading the camp with an average of 28.5 points per game over eight games.

Critics point to Bryce’s relatively modest basketball skills compared to his peers as a key factor. He remains the only three-star recruit in the top 10 of the rankings and one of just two athletes with a valuation above $1 Million who lack a five-star rating.

Impact on NIL Valuation: Bryce James' relatively modest on-court contributions have affected his marketability, leading to a stagnant NIL valuation. In contrast, peers like AJ Dybantsa have secured significant endorsements with brands such as Nike and Red Bull, elevating his evaluation to $2.4 million.

Bryce's last major endorsement was with Taco Bell, which, while notable, does not match the high-profile deals of his counterparts.

Bryce James' current NIL valuation reflects the need for enhanced on-court performance and strategic brand partnerships to remain competitive among high school basketball prospects.