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Jalen Brunson is certainly the man of the moment, considering the landmark year he's had representing the New York Knicks. The 2025-26 season will indeed be etched in gold letters on his resume, given its significance. The 6'2" guard did what many believed would never happen in a lifetime, which was bringing an NBA championship to the basketball mecca.
As a result, ending a 53-year-old drought, Brunson was named the Finals MVP. The Knicks star had love and appreciation pouring in from everywhere, and rightly so, given the sacrifices he made both on and off the court, especially leaving $113 million on the table to give the front office long-term financial flexibility to build a championship-caliber roster.
A high-risk move that could have gone either way, but fortunately turned out in Jalen's favor. Now that he has accomplished the goal he had set out to do, which was winning a title for New York, Brunson has now started to look at things from a financial perspective as well, given that he won't be playing basketball for the rest of his life.
Recently, appearing as a guest at a Wall Street Journal event, Jalen was asked about endorsement deals in the NBA and the financials around it.
"At first, obviously, the endorsement deals are great. It's kind of getting your foot in the door. I think at this point, now going forward, I am looking for equity deals. I am looking to kind of further my business outside of basketball, kind of prepare myself for life after basketball. I think those are more important long-term,"said the 29-year-old, acknowledging the risk factor in it as well.
"I think I'm at that point now, like I've saved a lot. I've done a lot. So, how can I try and improve myself off the court?" added Brunson, who has unlocked business opportunities worth millions after winning the Knicks a title.
The scope to earn in a big market like New York
Reportedly set to be paid $37 million for the 2026-27 season, Brunson will be eligible for an extension in 2028, which could pay $323 million over the course of four years. If willing to wait until 2029, he could also sign a $418 million, five-year contract.
"Obviously, we'd love for them to do right by me. I think anyone would. I feel like I sacrificed," the reigning Finals MVP told Vanity Fair.
There is no denying that Burnson's endorsement portfolio has grown since he signed with the Knicks. The list of brands includes Nike, BodyArmor, DoorDash, American Express, Dunkin' Donuts, Fanatics and many more. JB certainly knew what he was doing when he decided to take a pay cut.
"The more we win, the more off-court stuff comes on our plate. I feel like in New York, you have to capitalize on everything," stated Brunson during an episode of the "Roomates" podcast.
Turning equity owner with the latest venture
Coming off an NBA championship and Finals MVP, Brunson has now entered the equity game with his latest food venture, Just Salad, a fast-casual restaurant chain that specializes in customizable salads, bowls, wraps, and smoothies. The healthy eatery joint is spread across seven states with over 125 locations.
"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,"stated Brunson.
A longtime fan of the salad chain, the Knicks star shares great admiration for the salad chain, especially for how they've built their business on the principles of quality, consistency and sustainability, while keeping people at the center of everything they do. Brunson is happy to continue giving back to the city in some form or another.
That said, delivering for the Knicks is still a top priority for Brunson. Nevertheless, he is now also motivated to secure his long-term financial future, acknowledging that there will come a time when JB won't be playing basketball but will still need to provide for his family.
