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Coca-Cola is the first corporate sponsor to drop NBA star Ja Morant as the fallout continues from his strip club incident.

Morant, 23, was dumped by Coca-Cola after The New York Post published surveillance images of the Memphis Grizzlies star spending $50,000 on dancers at a Denver strip club.

According to a Coca-Cola executive in Atlanta, the image of a shirtless NBA player being serviced by a stripper does not align with the soft drink company’s family values.
RELATED: Update: Ja Morant faces 50 game suspension for bringing gun on team plane
The strip club released surveillance images showing one stripper giving the point guard a lap dance in a private VIP area. Cash littered the floor and booths inside the nearly empty room.

Morant visited the strip club on March 3 with his entourage, the night his team lost to the Denver Nuggets. That’s when he flashed a handgun in a livestream video that got him in hot water with the team.

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The owner of Shotgun Willie’s in Denver was heavily criticized for releasing images from Morant’s previous visit — on March 2nd — the night Morant and the team landed in Colorado. The owner praised Morant as “exceptionally respectful, and sweet and he did not drink… He’s marvelous.”

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According to The NY Post, Morant arrived 80 minutes after the team’s plane landed, got a private room, and threw cash everywhere. A shirtless Morant is seen getting a lap dance in one of the images. The private room cost $900 for three hours.

The Grizzlies suspended Morant indefinitely when the video went viral 2 weeks ago. After attending rehab, he is expected to return to the team at the end of March.