Bronny James is one of the most highly publicized NCAA recruitment stories in recent memory. It’s like that when you’re LeBron James’ son.

The most sought-after four-star recruit ever in Bronny James has reportedly whittled down his options to three teams: Ohio State, USC, and Oregon. While almost every institution in the United States would have wanted a chance with him, both for his talent and the fanfare that he’ll bring over, it was nearly impossible to get in touch with him. They truly had all the leverage and avenues to even get a pitch in were filtered well before it reached the kid himself, as per a report on On3 from recruiting analyst Jamie Shaw:

“I tried to get involved, but you had to jump through a thousand hoops just to get to the mom,” an ACC coach told On3. “You’re not allowed to talk to the kid. You have to schedule a time on Tuesday or Thursday with the publicist just to talk to the mom.”

Bronny’s camp knows his value and how much attention he’d bring to any school regardless of how well he plays. He ranks at the very top of On3’s NIL rankings with an over $7.5 million valuation well above other high-profile amateur players like Arch Manning, Mikey Williams, Caleb Williams, and Livey Dunne.

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“Looking back on it, we probably should have tried to get involved,” said one SEC coach. “To be honest, I didn’t know how realistic the recruitment would be.”

He’s not the same talent as LeBron was as a prospect, but Bronny James wields all the power regarding where he wants to play.