Ja Morant, for the gun episode that is costing him several games of suspension, could lose far more than a few million dollars. First, if he is not placed in an All-NBA quintet, he will have to forfeit $38 million in bonuses on his own five-year contract. And then also his role as the new face of Powerade, Coca-Cola’s energy drink, is at risk.

As reported by Ad Age, Powerade currently removed social media advertisements that featured Morant. Too great an image damage for a brand seeking a revival in just these months. The contract between the Memphis Grizzlies star and Powerade is not at risk at the moment, but it is certainly a situation to be monitored.