At Veritas Global, we help founders, creators, and executives negotiate complex contracts that reflect the full value they bring—not just as operators or employees, but as brands, media personalities, and market shapers. That’s why a recent innovation in the NFL caught our attention: a contract provision known as “Prime Equity.”
Brought to life through the groundbreaking deal between rookie quarterback Shedeur Sanders and the Cleveland Browns, Prime Equity is a clause that may soon become a model for startup founders and brand-forward entrepreneurs looking to retain control—and upside—in an age of personal monetization.
Shedeur Sanders: The Brand Before the Snap
Shedeur Sanders, son of Hall of Fame cornerback and current college football coach Deion “Coach Prime” Sanders, entered the NFL as a fifth-round draft pick. But his contract isn’t notable for its base salary—it’s making headlines because it redefines what an athlete (or founder) can negotiate when they bring more to the table than athletic performance.
The deal reportedly includes a Prime Equity clause—a revenue participation right that ensures Shedeur receives a cut of all merchandise, sponsorships, and promotions that use his name, image, or likeness (NIL). This includes:
- Jersey sales
- Branded apparel
- Co-marketed promotions
- Social media activations
What’s more, Sanders retains full ownership and control over all content he creates—including on platforms like YouTube, Instagram, and Twitch. His family team, including Deion Sanders Jr., even holds exclusive rights to publish behind-the-scenes content, reportedly with the blessing of NFL Commissioner Roger Goodell.
What Is Prime Equity and Why Does It Matter?
In essence, Prime Equity is a forward-thinking clause that recognizes the individual as a revenue-generating asset, not just a performer. It goes beyond NIL licensing or influencer marketing by building direct, revenue-tied participation into the contract itself.
From a legal perspective, this looks more like a co-branding agreement or a revenue-sharing IP license than a typical employment or athlete deal.
Why it matters:
- Agency: The individual retains control over their identity and creative content.
- Upside: Earnings are tied to market success—if the brand resonates, the creator shares in the results.
- Legacy: The clause creates a long tail of monetization, often outlasting the duration of the employment or athletic career.
For Shedeur Sanders, the clause has already paid off: reports say his rookie jersey sales topped $250 million—a historic NFL first—netting him a personal commission of $14 million, over triple his base salary.
Applying Prime Equity to Founders and Startups
You don’t need to be a quarterback to see the value in this model. Startup founders, especially those with visible public profiles or strong personal brands, should think strategically about the same issues Sanders did:
1. You Are the Brand
Whether you’re the public face of your company or building a following on social media, your image has market value. Founders can—and should—negotiate for:
- Revenue shares tied to co-branded campaigns
- Rights over personal content and media libraries
- Carveouts for newsletters, podcasts, or docuseries
This applies even more in creator economy startups, consumer tech, media brands, and venture-backed personal brands.
2. Retain Ownership of Your Media IP
Too often, employment or founder agreements sweep in all creative output—including personal social media or content. A Prime Equity clause can specify:
- What content you own versus what the company owns
- Where and how you can monetize content independently
- The structure for joint ventures or shared monetization
This mirrors how Sanders’ media channels remain under his control, even while employed by the NFL and the Browns.
3. Align Incentives Without Giving Up the Cap Table
Many founders and executives are pressured to exchange upside for equity or diluted options. A Prime Equity model lets founders participate in revenue streams without diluting their stake—or the company’s cap table.
What Employers and Investors Need to Know
Companies and funds backing highly visible founders or creators should consider the flip side:
- Capitalize on influence: Let your star operators drive sales and visibility without needing traditional commissions.
- Protect the brand: Structure agreements to create clarity between personal and corporate IP.
- Share success: Instead of relying on options alone, tie compensation to real outcomes.
The Prime Equity framework also gives you a built-in alignment of interests: if the founder promotes themselves, they’re also promoting the business.
The Next Era of Contract Structuring
Shedeur Sanders may be the first NFL athlete to codify this level of personal brand participation into a rookie contract—but he won’t be the last.
Founders, influencers, creators, and even VC-backed operators should consider:
- Building IP ownership clauses into their employment agreements
- Negotiating media carveouts before joining high-profile ventures
- Structuring revenue-based bonuses tied to personal brand impact
This is especially relevant in an era where platforms like Substack, YouTube, and X have turned founders into full-blown media personalities.
Final Thoughts: From Athlete to Architect
Shedeur Sanders isn’t just changing the NFL contract playbook—he’s laying down a new framework for the business of self-ownership.
At Veritas Global, we help founders, creators, and media-savvy operators navigate this new world where you are the brand, and the brand is an asset. Whether you’re negotiating a C-suite contract, raising capital for a personal brand, or setting terms for an exit—we help you own your upside.
Ready to negotiate like a quarterback in the big leagues? Schedule a call with our founder-focused legal team.
📚 Visit our Insights Library for more guides on structuring personal brand IP, influencer contracts, and founder compensation models.
