As ESPN continues its nonstop Bronny James coverage, they also published a report on a NIL-related financial scheme involving one of their own high profile analysts.
People should stop talking, all at once and right away, about Bronny James. LeBron James' son, who is now also his Los Angeles Lakers teammate after being picked 55th overall in June’s NBA Draft, is simply not worth discussing—if, of course, analyzing or understanding basketball is your interest. Like virtually every player selected that late, he is a fringe talent, in need of time to develop—if, that is, he ever becomes a rotational player in the league. That’s a large If.
This has not stopped major sports media companies from discussing the 20-year-old relentlessly. Far from it. They are obsessed with him, and apparently so are their consumers; these companies don’t abuse topics by accident. In covering James’ non-career like it’s the Watergate scandal, they’re reinforcing positive developments in their internet traffic, as a part of their constant pursuit of better financial arrangements with advertisers. This, not basketball, is their game.
Shed a tear, too, for the many lesser known young basketball players, receiving the more serious pierce from the sport’s vampire fangs. While Bronny’s likeness gets slapped around by ESPN’s daily brain-dead, post-thinking fervor, one of their front-facing broadcast employees is doing something considerably more suspect to these more anonymous teenaged hoopers.
Perkins’ partner-in-investment is Chris Ricciardi, whose infamy derives from his advancement of the mortgage-backed securities that exploded the American economy in 2008. The two are now applying a similar business model to the industry of amateur sports, and its newfound likeness-profit opportunities. Players are handed $50,000, with the stipulation that as much as 25 percent of any money earned from likeness will go to Nilly, depending on how successful they are.
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