LeBron James partners with Cash App for NIL-themed game show

The GIST: Bet you didn’t think you’d read about a game show when you opened this email. Yesterday, LeBron James and Maverick Carter’s Uninterrupted platform partnered with Cash App for “Road to NILion$,” an NIL-themed game show on Uninterrupted’s YouTube channel.

The contestants: Olympic silver medalist and UCLA gymnast Jordan Chiles and incoming USC basketball player Juju Watkins are coming on down, as are Kentucky quarterback Will Levis and Duke hooper Jared McCain. The series is hosted by retired NBA player and current ESPN analyst Richard Jefferson.

The game: The athletes compete in a series of contests, from a board game–style competition to a basketball shooting tournament, all while casually answering questions about NIL. The “Road to NILion$” winner won’t just win bragging rights — they’ll have the chance to nominate a fellow student-athlete for a Cash App NIL deal of their own.

Zooming out: Cash App is marking its NIL entry with a bang by creating brand-new sports inventory and launching very Gen Z–focused programming in the process. “Road to NILion$” stars Gen Z talent, centers its messaging around young consumers and airs on the generation’s favorite social platform — YouTube. Talk about a target demo.