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Jalen Brunson Eyes Equity Deals for Life After Basketball

2026-07-22 · Jalen Brunson · Player Focus

Jalen Brunson is shifting his focus from endorsement deals to equity investments as he prepares for life after basketball. The New York Knicks star, fresh off winning the 2025-26 NBA championship and Finals MVP, recently shared his financial strategy at a Wall Street Journal event.

Why Equity Over Endorsements?

Brunson explained that while endorsement deals were crucial early in his career, he now seeks long-term financial security. "I am looking for equity deals," he said. "I am looking to kind of further my business outside of basketball, kind of prepare myself for life after basketball." At 29, he’s prioritizing investments that will sustain him beyond his playing days.

The Knicks guard has already secured partnerships with major brands like Nike, BodyArmor, and Dunkin’ Donuts. However, his recent focus on equity reflects a broader trend among elite athletes seeking ownership stakes in businesses.

The Financial Impact of a Championship

Winning the NBA title has significantly boosted Brunson’s marketability. His pay cut in 2025-leaving $113 million on the table-paid off, as the Knicks’ championship run opened new financial opportunities. "The more we win, the more off-court stuff comes on our plate," he noted on the "Roomates" podcast.

Brunson’s upcoming contract could reach $323 million over four years or $418 million over five, depending on when he signs. His financial savvy is evident in his latest venture: an equity stake in Just Salad, a fast-casual restaurant chain.

What’s Next for Brunson’s Business Ventures?

Brunson’s investment in Just Salad aligns with his long-term goals. "When I started thinking about owning equity in a restaurant brand, I knew I wanted it to be more than just putting my name on something," he said. The chain, with over 125 locations, fits his vision of sustainable, health-focused businesses.

As Brunson continues to excel on the court, his off-court moves suggest a strategic approach to securing his future. His shift from endorsements to equity deals marks a new chapter in his career-one that could inspire other athletes to think beyond their playing days.

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