Bronny James, the 18-year-old high school basketball player and son of Los Angeles Lakers superstar LeBron James, signed a name-image-and-likeness (NIL) endorsement deal with Beats By Dre. It marks the brand's first high school NIL signing.

The move comes after Bronny James signed an endorsement deal with Nike last week.

Beats Electronics is a Los Angeles-based audio products manufacturer co-founded by rap music producer Dr. Dre. In 2014, Apple acquired the company for $3 billion.

Nike announces the signing of Bronny James to a NIL endorsement deal.
Beats By Dre wastes no time in promoting its newest father-son duo.

In 2008, LeBron James was the first athlete to sign with Beats By Dre.

Terms of the Beats by Dre deal with Bronny James were not disclosed.

Bronny James has long been considered a potential endorsement star. He began generating headlines when he was 14 years old, as many believe he could follow in his father's footsteps and reach the NBA.

Bronny James also could prove to be a savvy businessman like his father.

LeBron James became the first active NBA player to reach billionaire status. He has a signature shoe line with Nike, NBA career earnings that have exceeded $500 million, and partnership deals with high-level companies.

Bronny James is currently a senior at Sierra Canyon High School in Los Angeles and boasts over 6 million Instagram followers and ESPN lists him as a top-40 recruit.

Some of Bonny James' college options include Ohio State, USC and Oregon. LeBron James was born in Ohio and the Lakers play at Crypto.Com Arena, which is located near the USC campus. The University of Oregon has partnership deals with Portland-based Nike.

LeBron James has made it clear he intends to play with his son in the NBA. Bronny James is eligible to enter the 2024 NBA draft.