Jasper Johnson says NIL 'wasn't really on my mind' when picking Kentucky

Jasper Johnson sat with his friends and family in front of Paul Miller Ford and Morgan & Morgan signage, the jersey of the school of his choice delivered in a Donatos Pizza box. Before revealing his decision, he pulled off his Court XIV letterman jacket to show off a Morgan & Morgan t-shirt, the former a nod to his agency represented by Nate Conley and the latter, again, a presenting sponsor.

To say it was a college commitment celebrating the NIL era in 2024 would be an understatement.

And that comes after months of money-focused talk surrounding Johnson’s recruitment, a perceived bidding war between Kentucky, Alabama and North Carolina ultimately won by the Wildcats.

The five-star guard’s father, Dennis Johnson, repeatedly pushed back on those claims, stressing his son’s decision would not come down to money but rather fit and relationships.

“It will never be about that,” he previously told KSR. “We’re not that kind of people. I still buy Jasper his shoes and Raising Canes [laughs].”

Jasper’s take? Yes, it is the NIL era of college sports and those conversations will always be important — but not the most important factor. That’s why he put a strong support system around him to help find that middle ground. His agent and family navigated the sponsorships — hence the Paul Miller Ford, Morgan & Morgan and Donatos deals — while Jasper focused on the relationships and best fit.

The money was out of sight and out of mind for the Lexington native.

“I mean, I know NIL is a part of basketball nowadays, but it wasn’t really on my mind,” he said on WLAP’s Sunday Morning Sports Talk this weekend. “I know my parents and my agent, Nate Conley, were taking care of that behind the scenes, but I was just trying to keep basketball the main focus.”

Is it nice to have some extra spending money now to close out his high school career and going into college? Sure. That’s just not his top priority.

At the end of the day, he’s got his eyes on the NBA. That’s when the real money comes in while living out his dreams of being a pro. Everything else will take care of itself from thre.

“I mean, I know after college is over and I get to go to the next level, hopefully, that’s really when the bigger dollars come in,” Johnson said. “So, you know, just keeping basketball the main focus right now and just trying to get to the next level.”

The five-star guard will be taken care of in Lexington. His job is to now produce en route to championship success at Kentucky before taking his talents to the league.