Sheer mayhem has dawned on the NBA community after Ja Morant and the club controversy have come to light. Last Saturday, the Memphis Grizzlies star was allegedly seen brandishing a gun at a nightclub, on an Instagram live video. On the back of his questionable conduct, the Memphis side suspended the 2-time All-Star for two games. Moreover, the league has also decided to investigate the 23-year-old’s involvement in the incident. The saga has wreaked havoc on fans and now, statements from Morant’s sponsors are also causing unrest in the hoops world.

The point guard’s debacle continues to be the discourse of the time in the sporting community. People ranging from fans to former NFL legend Shannon Sharpe have added their opinions to this pool of discourse. Rubbing salt in the wound, Morant’s sponsors, Nike and Powerade, have come out with their own take.

It’s not personal with Ja Morant, its strictly business

Ja Morant has lucrative deals with companies such as Nike and Powerade. Soon after the news of the controversy broke, Nike concocted a few words of comfort. “We appreciate Ja’s accountability and that he is taking the time to get the help he needs. We support the prioritization of his well-being,” the billion-dollar brand said in a statement. Meanwhile, the sports-beverage brand Powerade has collaborated with the Grizzlies star despite allegations of assaulting a teenager.

After signing such lucrative endorsements with Morant, it is obvious that the companies have a vested interest to protect both his and their image. Moreover, these gestures appear as if they are helping hands, but fans have started to call out these seemingly hollow gestures that feel increasingly tokenized. One fan read between the lines and said, “All about $$$ to these people, not the person. Don’t fall for it.” 

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Here are some more reactions:

Does the future look good for business?

Companies such as Nike have always benefitted immensely from their deals with NBA’s biggest stars. Some of the stars who endorse Nike and Powerade are already reaching the twilight of their careers. Given the 2020 Rookie of the Year’s skills on the court, he is likely to grow as one of the best players in the league. Making use of Morant’s popularity and prospects, these companies have shaken hands with the star. Now that the star is seemingly in crisis, they may do everything to keep the deal running.

“But They Drop Kyrie Irving”: $187 Billion Company’s Stance on Ja Morant’s Gun Video Faces Heat From Fans

Ja Morant’s conduct has, however, put the league’s reputation into question. Nonetheless, the future won’t be so great for the Grizzlies’ star, if he continues to indulge in similar escapades. If that is eventually the case, both his on-court and off-court lives could be put into jeopardy.

WATCH THIS STORY: Why was the Warriors superstar Stephen Curry Ejected Vs Ja Morant’s Grizzlies?