Memphis Grizzlies star Ja Morant is choosing his own route.
ILOC, an athlete advisory firm based out of Memphis, announced in a Sept. 26 news release that Morant is its first client. This move solidifies Morant’s decision to not partner with a traditional NBA agent.
Internal Locus of Control believes in giving athletes knowledge, resources and support while adjusting to the evolving sports landscape. Another major part of ILOC is helping athletes create independence in decision-making.
Instead of working with an agent, Morant will have a team that assists in financial, legal and marketing expertise. Phil Morant, Ja Morant’s uncle, will serve as chief managing director. Kevin Helms will serve as chief operating officer. Morant’s mother, Jamie Morant, will be the vice president of community affairs.
A certified NBPA agent will provide guidance through contract negotiations. Members of ILOC won’t be paid percentages similiar to many NBA agents, who work with players and agree to deals upfront. With ILOC, those working closely with Morant will be paid in an hourly structure after the work is completed.
“We are not a sports agency; we are an athletes advisory firm,” Helms said in the release. “The landscape of sports representation and marketing is evolving faster than ever — from the earliest stages of the game to the highest professional levels. With the emergence of NIL opportunities for younger athletes, families are now faced with a new layer of complexity. Our goal is to provide tailored services that guide athletes and their families through every stage of their journey.”
ILOC believes this process will save clients money and help educate athletes to the point where they can walk in a front office and negotiate a deal on their own.
Morant has had two agents since joining the NBA. He signed with Tandem & Sports Entertainment as a rookie before joining Mike Miller’s Lift Sports Management in April 2024.
Morant parted ways with Miller in May.
“Everything I’ve been through helped me grow,” said Morant in the release. “Partnering with ILOC is about taking ownership of my future and surrounding myself with people who understand me, believe in me, and want to help me keep evolving. I’m not just thinking about the next season or the next deal. I’m thinking about legacy, my family, my community and about doing it the right way.”
Morant has no ownership stake in the advisory firm.
Helms, Phil Morant and Jamie Morant are among those close to Ja Morant who have been working closely with the Grizzlies star in helping him facilitate through the business decisions. Before the advisory firm signed Morant, both the NBPA and NBA were informed and given a rundown to make sure everything was constructed properly.
“This was not something that we were hiding from people,” Helms told The Commercial Appeal. “We want to make sure that we were staying ethical and following the right protocols on our end.”
Since Morant is ILOC’s first client, ILOC plans to focus on the Grizzlies star. The advisory has already began fielding calls from parties representing interested athletes.
One plan ILOC wants to emphasize with each potential client is creating a board of directors that has some familiy representation. Ja Morant’s father, Tee Morant, will serve as his representative on the board.
“There’s no behind the door scenes on decisions being made,” Helms said.”Because not all the time can the player sit at the table. We encourage that.”
Damichael Cole is the Memphis Grizzlies beat writer for The Commercial Appeal. Contact Damichael at damichael.cole@commercialappeal.com. Follow Damichael on X, formerly known as Twitter, @DamichaelC.