Kiyan Anthony reveals best NIL advice received from father Carmelo

Kiyan Anthony watched his father balance on-court success with off-court ventures.

During his decorated NBA career, Carmelo Anthony became one of biggest stars in the sport. He made 10 All-Star Games and won the scoring title in 2013 with the New York Knicks. That came after he helped lead Syracuse to a national championship and went No. 3 overall in the storied 2003 NBA Draft.

Soon, it will be Kiyan Anthony’s turn to don a Syracuse uniform. With a $1.1 million On3 NIL Valuation, he’s also primed for NIL success as a highly touted recruit and the son of an NBA great.

Anthony has had some strong voices in his ear during his high school career. As he gets ready to head to the next level, he said the biggest lesson was to make sure NIL deals – such as his partnership with AT&T ahead of March Madness – are long-term relationships.

“When looking at NIL deals, look for the long-term and look for the longevity in a deal,” Anthony told On3 via Zoom. “Don’t just try to do all these one-off deals where you can make some money. Look for long-term deals where you can actually build a relationship with the … NIL brand.

“I feel like that’s another reason I picked AT&T. Not to only do it with my dad, but to build a relationship with them and to have longevity and just to keep it going throughout the years.”

Kiyan Anthony starred in a commercial for AT&T alongside Carmelo, legendary Syracuse coach Jim Boeheim and NBA great Dwyane Wade. The commercial featured the unveiling of a “Mini Melo” statue, which is literally a “mini” Carmelo Anthony.

The ad was part of Kiyan Anthony’s NIL deal with AT&T. He hopes it’s a relationship that continues as he prepares for the next phase of his career.

“This wasn’t just a one-ad type of thing,” Anthony said. “We’re definitely going to be talking to AT&T. We have a relationship, and they’re somebody we can call. That’s what I look for. That’s really the best advice I’ve gotten from my parents and my team.”

Kiyan Anthony has strong NIL potential

As he gets ready for his freshman year at Syracuse, Kiyan Anthony has plenty of NIL potential. Repped by WME Sports, his On3 NIL Valuation ranks No. 10 in the high school boys basketball NIL rankings. That figure also ranks No. 93 in the On3 NIL 100, the first of its kind and de facto NIL ranking of the top 100 high school and college athletes ranked by their On3 NIL Valuation.

“Despite what some fans and media believe, there is not an unlimited amount of money being deployed to manage rosters,” said Shannon Terry, the founder and CEO of On3. “Any model – whether it’s today’s broken NCAA ‘student-athlete’ construct or media rights sharing through employment, which is almost a certainty in the near future – demands efficiency based on the athlete and school knowing the athlete’s respective market value.”

The On3 NIL Valuation is calculated by combining Roster Value and personal NIL. Roster value is the value an athlete has by being a member of his or her team at his or her school, which factors into the role of NIL collectives. NIL in an athlete’s name, image and likeness and the value it could bring to regional and national brands outside of the scope of NIL collectives.

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