Ja Morant still had his endorsement deals Monday. While his latest gun video on social media is costing him plenty in public relations currency, he hasn’t lost any money.
Any, or all, of that could change any day. Once again, Morant is in limbo — awaiting the outcome of yet another NBA investigation into what could end up becoming a cataclysmic off-court decision.
“This is going to be a hot question,” Syracuse professor of sport management Rick Burton said Monday. “I don’t think they can hit pause on this. I think that there will be too much demand for, ‘What are you going to do?’”
The NBA already suspended the two-time All-Star guard eight games in March for livestreaming himself holding an apparent handgun in Colorado. That cost him about $669,000 in salary.
How Morant’s sponsors react to him being caught on social media apparently holding a weapon for the second time in less than three months is another issue.