Marcellus Wiley says LaVar Ball learned that there is billions of dollars in his brand from Michael Jordan, LeBron James and Ed O'Bannon. (2:24)

LaVar Ball has a price for his sons: $1 billion.

The father of UCLA guard Lonzo Ball and his brothers LiAngelo and LaMelo, high schoolers who also are committed to the Bruins, said he's looking for a packaged shoe deal involving his three sons that would be worth $1 billion.

"A billion dollars, it has to be there," Ball told USA Today in an article published Monday. "That's our number, a billion, straight out of the gate. And you don't even have to give it to me all up front. Give us $100 million a year."

LaVar said last month that if Lonzo didn't sign with Nike, Adidas or Under Armour when he left college for the NBA, he would sign with the Big Baller Brand.

LaVar filed for the trademark to the phrase last year and was granted the trademark last week for use on athletic apparel. He is still waiting for the trademark for the actual logo, which features three B's for the sons and the motto "Built For This."

LaVar Ball has made many proclamations about his oldest son, UCLA freshman Lonzo Ball, and his two younger sons, who are both in high school. Richard Mackson/USA TODAY Sports

It would be hard to sell the three sons as a package deal since the earliest a shoe brand could commit would be March 2020, in order to preserve the youngest son's eligibility.

Lonzo is expected to be a top-three pick in June's NBA draft. LiAngelo will play for UCLA next season, and LaMelo has two more years of high school remaining before heading to the Bruins.

For perspective, it is believed that LeBron James' most recent contract with Nike -- a lifetime deal signed in December 2015 -- will be worth at least $1 billion. Nike pays Michael Jordan more than $100 million annually in guarantees and royalties for the Jordan brand.

After that, there's a big falloff.

Next up is Kevin Durant, who Nike agreed to pay roughly $30 million a year for 10 years in 2014.