Ja Morant Becomes First Client of New Advisory Firm ILOC

Ja Morant, the star of the Memphis Grizzlies, is once again reinventing how athletes manage their business affairs. Kevin Helms, the former head of security for the Grizzlies, created ILOC, a new Memphis-based advisory firm that has officially signed on as the company’s first client. The company’s leadership team includes two of Morant’s closest family members, his uncle Phil Morant and mother Jamie Morant.

The purpose of ILOC, which is known as Internal Locus of Control, was to enable players like Morant to take responsibility for their off-court endeavors. Helms stated that the company will concentrate on managing Morant’s business opportunities, partnerships, and social calendar. ILOC will not handle player contract negotiations, which is a difference from a traditional sports agency.

From Family Ties to Business Partners

After Morant left LIFT Sports Management, which former NBA player Mike Miller founded, the creation of ILOC occurred. Morant said that he intends to negotiate his own contracts moving forward, following the split-up last season. He is still obligated to his current five-year, $197 million contract that lasts until 2028, and is already eligible for a possible extension. Phil Morant, Ja’s uncle and former regional telecommunications executive in the Carolinas, departed his corporate career in 2019 after being picked second overall by Ja.

He has gained prominence in the guard’s inner circle and holds the position of Chief Managing Director at ILOC, where he collaborates closely with Jamie Morant. Managing player security and logistics for the Grizzlies for years have led Helms to oversee day-to-day operations for the firm.

A Family-Centric Model, with Professional Structure

The setup has drawn parallels to Kawhi Leonard’s relationship with his uncle, Dennis Robertson, who has been involved in certain aspects of Leonard’s career for a long time. Helms made it clear that Phil Morant’s role is much more extensive and hands-on.

“His uncle’s role has been way more in-depth,” Helms told The Athletic. “That man left a very good job the day Ja got into the draft and came here to help doing business affairs. And he’s been doing that since Day 1.”

To ensure structure and transparency in the process, ILOC will establish a board of directors for each client, comprising trusted advisors and family members. For Morant, the board consists of his uncle Phil, mother Jamie, father Tee Morant, and Helms. In case of contract-related matters, a certified agent will be consulted.

Empowering Athletes to Take Control

ILOC’s goal is based on its name, encouraging players to embrace their internal locus of control, where they believe they can directly influence their success through their own decisions and discipline.

“We’re an advisory firm,” Helms said. “We’re not trying to reinvent the wheel. We’re just trying to tighten it up for a market that we see for certain players that say, ‘I want to learn how to do this myself.’”

Morant’s NBA journey continues with ILOC as a statement of self-determination and family trust. Morant and his inner circle are creating a model that could encourage others to follow suit, as players increasingly want autonomy over their careers.