Ja Morant's Instagram Live could cost him nearly $39 million

An extended absence will likely derail Morant's chances of earning an All-NBA selection this season despite averaging 27.1 points, six rebounds, and 8.2 assists per game. Morant also guided the Grizzlies to the second-best record in the Western Conference before being suspended. 

Last season, Morant made the All-NBA second team, and while his current averages are similar to those of 2022, several guards have strong cases for All-NBA considerations this season. Dallas' Luka Doncic, Golden State's Stephen Curry and Portland's Damian Lillard are just a few names who would likely get the nod over Morant.

If Morant doesn't earn a selection for any All-NBA teams, it wouldn't be the first financial loss caused by his video. Powerade's new ad campaign featuring Morant was pulled last week by Coca-Cola, according to Ad Age. Morant signed a multiyear endorsement deal to become the face of the relaunched Powerade brand. 

Powerade was planning to spend more than $10 million on TV commercials, digital ads and radio commercials in the coming year for the campaign, per Bloomberg's Kim Bhasin. 

The Grizzlies are 3-2 since Morant's latest incident and still hold the No. 2 seed in the West. Their chances of winning the title are slim with Morant absent, but they can still make some noise without him. Memphis posted a 20-5 record a season ago when Morant was out of the lineup. 

During a recent episode of the "Brian Windhorst & The Hoop Collective" podcast, Andscape's Marc J. Spears implied Morant will not be returning to the Grizzlies this season. Ultimately, Morant's health and personal issues far outweigh the importance of basketball and money; hopefully, he'll be able to get the help he needs in Florida.