SerpApi.Org
Jalen Brunson made headlines in the summer of 2024 when he signed a four-year, $156.5 million extension with the New York Knicks. Had he waited another year, the All-NBA guard could have signed a projected five-year, $269 million max contract in free agency.
That decision left many fans surprised as he left roughly $113 million on the table, something very few stars around the NBA would even have considered.
Yet the newly crowned NBA Finals MVP has repeatedly maintained that the decision was never just about squeezing every dime out of the front office. It was about securing his future, giving the Knicks freedom to continue building around him and focusing on winning.
Two years later, the move has worked out for both sides. The Knicks reached the Eastern Conference finals in 2025 before winning the NBA title this past season. And for JB, the financial sacrifice had only doubled down on how he approaches life away from basketball.
Brunson is already thinking beyond his NBA career
Speaking with The Wall Street Journal's Jason Gray alongside J.P. Morgan Wealth Management CEO Kristin Lemkau recently, JB explained that once he signed his extension, he stopped thinking about the value of the contract altogether.
Instead, his focus has been on building something that would last well after he hangs up his shoes and puts a full stop to his NBA career.
"I am looking for equity deals. I am looking to further my business outside of basketball, kind of prepare myself for life after basketball. I think those are more important," Brunson said. "Those are more long-term. Yes, those may have risks, but I think I'm at that point now. I've saved a lot. I've done a lot. So, how can I try and improve myself off the court?"
The Knicks' guard said he never changed his lifestyle after signing his contract because he already had a long-term plan in mind. Knowing both he and his family were financially secure allowed him to put his full attention on his NBA season without having the pressure about what happens if he fails to deliver.
That mindset has also shaped the way JB approaches business opportunities now.
Knicks star has already started building his business portfolio
As JB himself suggested, rather than simply adding endorsement deals, he has started looking for equity investments that could continue to grow long after his playing days are over.
Moreover, his rise in New York has naturally opened plenty of doors off the court.
Since becoming the face of the franchise, he has partnered with brands in multiple industries, like Nike, BodyArmor, Starry, Pedialyte, Hecho Tequila Soda, American Express, AT&T, Dollar Shave Club, Faherty, DoorDash and MSI.
The love he has from the city of New York has only strengthened his commercial appeal. Fans love having that brand connection with their star guard.
More recently, Brunson took a step towards becoming an equity investor with Just Salad, a New York-based fast-casual restaurant chain valued at $1 billion. It stands as his first ownership stake in a restaurant company and also made him a member of the brand's advisory board.
For Just Salad, JB became the first professional athlete partner.
After being named amongst the league's premier guards and helping deliver a championship to the city that loves its basketball, the Knicks star is now putting that same long-term approach into building his future away from the court.
