The Curious Case of Bronny James
Nonfiction, Sports
Photo courtesy Wel-chieh Chiu via Flickr
Have you heard of Zaccharie Risacher? No?! He’s the 19-year-old Frenchman that is currently sitting on top of many (all?) NBA draft boards. That’s okay. I didn’t know him before this week either. You will also get a pass if you don’t know his fellow countryman Alex Sarr. The 7’0” forward is projected to go second. After that, the draft is well…anyone’s guess. So, I’m told.
It’s not our fault for being out of the loop though. Casuals and draft nerds alike agree that the 2024 NBA draft class is dim. If history proves them right, this year could be an all-time dud. A bust, if you will. Many of these collective yawns are warranted after last year’s Wemby-mania. That 7’4” French phenom went number one to the San Antonio Spurs. Intrigue continued down the pecking order: Brandon Miller or Scoot? Which Thompson twin are you taking? – as lowly Piston fan, I can tell you the answer. Last year we had a meteor show of talent. Big names filled the sky like constellations. This year? Well, we’ve got nameless role players. Sorry, Zach Edey.
One name that you probably do know is LeBron James.
Before Zaccharie. Twenty years (!) before Wemby, James was the generational talent. The Haley’s comet of prospects. That rare league-tilting piece to the NBA chessboard. The last marquee American to skip college to enter the league aged 18 – the NBA instituted its one-and-done policy in 2005. The first star whose high school games were televised on ESPN. Blah. Blah. Blah. You’ve heard it all before.
What you may have also heard is that his son Bronny has declared for this year’s draft. LeBron, you may also know, once stated that his dream was to one day play with his son in the league. A cute sentiment, but really? Narcissism is expected in every professional sport, but nepotism? That technical foul was fuel for many of James’ critics, and even some fans.
And while King James did eventually walk his statement back, the pivotal day has now arrived: after Thursday, Bronny will be in the league – in another desperate bid to compete with its WWE heel, the NFL, the NBA is stretching its draft over two days. First round? Second round? Who knows, but he is almost certainly going to be drafted. Every comet leaves a glorious tail, remember, and LeBron’s kin is no exception.
The problem: Bronny isn’t an NBA player. Not even close. Squint at the tape, and you still won’t see it.
Bronny’s numbers only tell part of the story; after one year at USC, the guard averaged 4.8 points per game, 2.8 rebounds, on 36.6 percent shooting. At 6’2”, 210 lbs., he is undersized by league standards. I challenge anyone to come up with a favorable player comp. So, what team will take a chance on a player who, by some accounts, adds little value even on the collegiate hardwoods? Why is this even a story?
Chalking this bizarre set of circumstances up to nepotism would be a fast-break layup. It would ignore the nuances of the league and its power brokers.
Like his father, Bronny is represented by Klutch Sports. Klutch may have sway with front offices – Bronny did a limited workout with the Phoenix Suns this summer - but getting a team to actually bite is a tall order. A global game, the league is deeper than ever. Jalen Brunson, Mr. New York, was the 33rd pick. The reigning MVP, Nikola Jokic, was infamously drafted during a Taco Bell ad (41). Rolling the dice on Bronny is like betting Any Seven in craps. Nobody wants to be that guy.
“I just want to hear my name called,” Bronny told his agent, Rich Paul.
A low bar, but for Klutch that means less cache for its client, and Rich Paul isn’t going to find much return by just having its famous client anywhere in the league. If Bronny somehow survives summer league, he’ll find himself in the development league. We are already at peak Bronny content, and I anticipate further diminishing returns going forward. Will G-League Bronny sell jerseys? Will he capture eyeballs? Again, the USC sample size isn’t great in that department either – but does southern California really care about its college sports? I don’t think that NBA Commissioner Adam Silver is salivating at what can best be called a distraction. Neither will fans, if I’m being honest.
Ultimately, Bronny’s value lies in being an asset. LeVerage over LeBron as he tempts the free agency market this offseason. No doubt, the Lakers would like to add Bronny to their roster to sweeten whatever mega-contract they are currently crafting. At pick 55, I wouldn’t blame them if the team took a chance. Hell, even trading up in the second round makes some sense - more sense than trading for Russel Westbrook. What the Lakers lack in talent, they can certainly make up for with big names. A LeBron retirement tour a la Kobe Bryant’s in 2015-16. Another jersey to retire. A final hollowed name to add to the rafters.
Past, present, future, sports is dependent on stars. Big, marquee names. And in a draft that is sorely lacking in this key ingredient, even Bronny can play a part.