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USC administrator denies 'Bronny tax' behind rising ticket prices

Michael Hickey / Getty Images Sport / Getty

Fans may be paying more money to attend USC men's basketball games next season, but the school says Bronny James isn't to blame for the price hike.

USC chief marketing officer and associate athletic director Craig Kelley told ESPN's Myron Medcalf that while the Trojans' ticket prices are expected to rise, it's not because of a "Bronny tax."

"I know it's going to be hard to believe, but with or without Bronny, the prices were more than likely going to go up by a few percentage points just because that's just the nature of the business," Kelley said. "Most teams are increasing their prices 2% to 3% annually. We've actually been flat for quite some time, and so we were going up in price just because the team has just gotten better. And you do add some notable name players."

James, the eldest son of Los Angeles Lakers star LeBron James, announced his commitment to USC earlier this month. The 18-year-old is the 19th-best prospect on the 2023 ESPN 100.

"There is an added tier here, an added level, for sure, with the family ties Bronny comes with and the friends that not only he has but that his family has, and the following that could follow him and come to games on any given night," Kelley said. "It's up to us to prepare."

James is set to be joined at USC by top-ranked prospect Isaiah Collier and DJ Rodman, the son of NBA legend Dennis Rodman and a transfer from Washington State.

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