For the past four months, I’ve observed the NBA landscape descend into turmoil, largely fueled by discussions surrounding Bronny James, the son of legendary player LeBron James. The media frenzy surrounding Bronny has become inescapable, raising questions about his readiness for the professional stage and the implications of his high-profile lineage.

When examining second-round picks in their inaugural seasons, it’s common to see many players either struggling to find their footing or ending up in the G-League. This is part of the development process; second-round picks are generally viewed as prospects with potential rather than ready-made NBA players. However, as we consider Bronny’s situation, it’s important to address whether he truly belongs in the league at this stage. Personally, I believe he should have spent another year honing his skills in college before declaring for the draft. While he possesses undeniable talent and potential, the pressure of stepping directly into the NBA is immense, especially under the shadow of his father’s legacy.

In recent weeks, the coverage of Bronny has been overwhelming. Social media and sports outlets have churned out a staggering number of videos—overly extensive analyses following each of his preseason performances. Not just one detailed breakdown, but multiple videos dissecting his play from every conceivable angle, both praising and criticizing him. This phenomenon raises the question: were viewers so starved for content during the preseason that they felt compelled to focus this much attention on Bronny?

While it is undeniable that Bronny is a highly skilled player—better than most of us could ever aspire to be—his current level of play may not yet meet the rigorous standards of the NBA. To label him a “useless basketball player” is an irresponsible assessment; he is still a developing talent. Critics may argue that the attention he receives is a byproduct of the media’s insatiable appetite for sensationalism, but it’s crucial to understand that evaluating a player’s worth based solely on a handful of preseason games is fundamentally flawed.

The coverage isn’t limited to independent creators on platforms like YouTube. Major sports networks, including ESPN, Bleacher Report, and Undisputed, have contributed to this overwhelming focus on Bronny. The recent decision to move the second round of this year’s draft to a separate day added to the suspicion that the NBA is catering to the hype surrounding Bronny and his family name. While the league must evolve and adapt to maximize interest, it also needs to acknowledge the sentiments of its fans, who crave moments of genuine basketball excellence rather than an endless cycle of Bronny content.

Looking at more recent examples from the league, the case of Jayson Tatum and Jaylen Brown highlights the challenges of marketing young talent. Tatum has been pushed as the face of the Boston Celtics, often overshadowing Brown despite his crucial contributions to the team, including winning the Finals MVP in 2023. This misalignment in promotion demonstrates the NBA’s struggles in recognizing and elevating all of its talent fairly.

The disproportionate attention given to Bronny also serves to underscore a larger issue: the league’s apparent failure to market other promising players from this draft class. For instance, Alex Sarr, the number one pick, had a lackluster debut, scoring only two points in 22 minutes, while Reed Shepphard barely saw the court, playing just nine minutes in two games. Meanwhile, Dalton Knecht has shown potential but remains overshadowed by Bronny’s media presence.

Moreover, Bronny’s contract further exemplifies the favoritism that appears to exist within the organization. The structure of NBA contracts is complex, especially for second-round picks, who typically do not receive fully guaranteed deals. However, Bronny signed a four-year contract worth $7.8 million, with $4.35 million guaranteed—a significant amount compared to his peers. For example, Anton Watson, Cam Spencer, and Quinten Post, all drafted ahead of Bronny, secured two-way contracts worth $578,577 for one year. This disparity raises eyebrows, especially considering that Bronny’s agent, Rich Paul, reportedly discouraged teams from offering two-way contracts to maximize Bronny’s availability for the Lakers during the playoffs—a stipulation that seems advantageous for Bronny but questionable in terms of fairness within the league.

It’s worth noting that in 2023, the Lakers signed their second-round pick, Maxwell Lewis, to a four-year contract worth $7.6 million, with only $3.1 million guaranteed, despite being drafted 15 spots ahead of Bronny. This difference in contract structures illustrates the disparity in how players are valued and raises questions about the NBA’s approach to promoting and compensating talent.

As we continue to watch the NBA evolve, it’s crucial to recognize the implications of how the league markets its players, particularly those with high profiles. The focus on Bronny James raises important questions about talent evaluation, media sensationalism, and the fairness of contract negotiations in a league that must balance its commercial interests with genuine sportsmanship. The narrative surrounding Bronny is not just about one player; it reflects the broader challenges faced by the NBA in cultivating a diverse and equitable landscape for its athletes.