When it comes to media coverage, the James family and Sanders family get very different treatment.
LeBron and Bronny James are always under the microscope. Every move is dissected, criticized, and debated—especially Bronny's.
"I am pleading with LeBron James, as a father. Stop this." — Stephen A. Smith
Media outlets question (and not always unfairly!) if Bronny's opportunities are actually earned:
"Bronny James… has been dogged by accusations that he would not be playing in the NBA were it not for his last name." (Source: The Atlantic)
And of course we know LeBron faces constant critique—whether it's his playing, leadership, or off-court moves.
When it comes to his son, LeBron often steps in to protect Bronny and shift the narrative i.e. "Stop f*ing with my son. That's my son."
But the criticism never stops.
Then you look at the flip side:
Deion, Shedeur, and Shilo Sanders? They are, for the most part, treated with patience and deference, mentioned with praise or support, or just given the benefit of radio silence when they struggle.
The media gushes over Shedeur Sanders i.e., "The Cowboys should tank the season & draft Shedeur, then hire Deion Sanders."
Criticism? Immediately shut down or defended, if it happens at all:
"The hate Shedeur gets is just because they don't like Deion."
Shilo Sanders didn't get an NFL Combine invite. His draft stock is low. Where's the media coverage? Crickets.
Why do the James family and Sanders family get such different treatment? It could be a couple of things:
- 1. Deion Sanders is a media insider. He's built relationships through his time working with and at some of these major media outlets & knows how to work the media.
- 2. LeBron has always pushed controlling his own narrative, often only speaking through outlets he owns or members of his inner circle, which to some I guess didn't feel "fair" to them.
Maybe it's a generational divide?
Deion = same generation & peer group as Stephen A. & other media figures.
LeBron = younger, often operates independently of major media outlets.
I know we always hear the criticism that LeBron is "arrogant" and while I don't doubt that, arrogance is literally at the core of Deion's public persona (which, by the way, is legendary and rightly so!). But if you compare their public images and how they are treated, it's kinda weird?
Ultimately these are highly accomplished individuals in their respective fields, but the inconsistency in the way these public figures are covered doesn't just impact them.
It impacts their families and how they are covered by the media and honestly will likely shape the way the next generation of athletes approach their relationship to the media.