Memphis freshman guard Johnathan Lawson is preparing for a season in which he hopes to help lead the Tigers back to the NCAA Tournament for the first time since 2014. But in between 6 a.m. workouts with coach Penny Hardaway and conditioning work, there was money to be made.

On Monday morning, the inaugural Johnathan Lawson Basketball Camp kicked off at H.W. Cox Community Center in Collierville. The 6-foot-7 guard showed up for a few hours, got some shots up with the campers, and acted as coach for one of the camp teams. He’ll do this every day through Thursday, when his camp wraps up.

His fee is $1,500. At least.

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This, of course, is part of the brave, new world of college athletics. The new name, image and likeness (NIL) policy in the NCAA has allowed student-athletes to capitalize on their brand in the form of endorsements, appearances and more. Lawson won’t become a millionaire because of it, but times have changed when a young man who hasn’t played even a minute of college basketball can leverage his name into a four-figure score.

“It’s an exciting thing,” Lawson said Monday. “I get to have my own camp and give back to the kids, but also make some money off my name. I want to give back and help them have fun.”

Lawson’s camp came together last month, days after the NCAA officially enacted the NIL rules. Ernie Kuyper, who coached Lawson last season as an assistant at Houston High School, runs the Hoop City Basketball Club AAU team. He also organizes basketball camps across the city, including Grizzlies rookie Desmond Bane’s last month.

Kuyper approached Lawson and his father, Keelon, about the prospects of a basketball camp. They were immediately interested.

“The easy part was me having a relationship with Ernie and Hoop City to do business with,” Keelon Lawson said Monday. “The hard part was finding (a spons0r) who would give him that opportunity to partner up and use his likeness. Hoop City and Ernie could’ve done it with anybody else. But they’re trying to make him the face of Hoop City.”

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Kuyper and a local attorney drafted a contract and uploaded it to the third-party platform OpenDorse for the Memphis compliance department to review. Lawson got the OK 48 hours later.

The agreement calls for an even 50/50 split of camp registration fees and any potential sponsorships the camp brings in. Keelon Lawson said his son plans to donate some of the proceeds to several charitable causes, including childhood diabetes and lupus foundations.

A full week of camp and daily lunches costs $275, though Kuyper said scholarships that would cover the price are available.

Gary Rosenberg is one of the people who stepped forward to sponsor the camp. He also happens to be a University of Memphis ambassador.

“These players give so much to the university and the community,” Rosenberg said. “More hours and more effort than most could ever imagine. It’s such a great thing to be able to play a small part and contribute to their journey. I hope other members of the community can see what I see and help these student-athletes get through such an arduous schedule with our generosity.”

Though Keelon Lawson submitted a placeholder compensation rate of $1,500 on OpenDorse, he said he expects the ultimate amount to be higher, depending on attendance and sponsors. About 45 campers have signed up so far, according to Kuyper.

“I just thought it would be a great 50/50 partnership to go out and do a camp with him,” Kuyper said. “It lets him give back to the community in connection with the Hoop City brand. I thought it was a great opportunity for both of us. He’s a guy who we want out front.”

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While it’s nice to make some dollars on the side, Lawson’s biggest priority remains delivering for the Tigers on the court. The freshman has been working out with Hardaway at 6 a.m. every day this summer. He has gotten rave reviews for the progress he has made since arriving on campus.

“He works out before the upperclassmen get there,” Keelon Lawson said. “Penny is using Johnathan to set the tone and the culture with the upperclassmen. Get your butt to the gym and get the work in.”

In a different way, Lawson is helping establish an environment in which players at Memphis get paid for their time. Although he is the first active Tigers basketball player to have his own camp, he certainly won’t be the last.

“It’s absolutely amazing and long overdue,” Kuyper said. “I’ve always thought these kids should get some compensation besides school, for their name. I think there’ll be more opportunities around the corner for these kids, and I’m just excited to see it.”