Bronny James was the 55th pick in the annual NBA draft that sees clubs recruit the best rookie players to bolster their teams. His recruitment, however, has captured headlines around the world and reignited debates about ‘nepo babies’ and the pulling power of family collaborations.
Bronny (19) wasn’t considered the brightest NBA draft prospect and it’s doubtful he’ll make a big impact on the court in his rookie year. But the very thought of NBA history being made when he and his legendary dad play together will get bums on seats, eyes on screens and contracts through the door.
The multiplier effect of family collaborations is marketing gold. The famous collaborating with family members provides a tantalising opportunity to scrutinise every interaction and draw conclusions about their relationships.
Sporting tie-ups on a par with LeBron and Bronny’s are incredibly rare. Having a star name can only get you so far if you don’t have the talent to back it up in the sports.
