The groundbreaking clause in Shedeur Sanders’ rookie deal that’s rewriting the rules
As uncertain as quarterback Shedeur Sanders’ future in the NFL is right now, one thing is for sure – he’s transforming how NFL contracts work, and he hasn’t even taken his first snap.
Drafted in the fifth round by the Cleveland Browns, Sanders signed a relatively modest $4.6 million rookie deal. But what sets it apart is a groundbreaking clause called “Prime Equity” that could make him one of the richest quarterbacks in NFL history.
What is “Prime Equity”? Explaining the clause that breaks the mold
The Prime Equity clause gives Sanders a percentage of all revenue generated from merchandise, sponsorships, and promotions tied to his name, image, and likeness (NIL). This includes a share of sales from jerseys, apparel, and slogans – a move that turns Sanders into a business partner rather than just a player.
Shedeur Sanders just secured a Prime Equity clause in his rookie deal with the Browns — and it’s making him serious money! 💸
📈 $250 M in jersey sales
💰 $14 M commission
🤝 From a $4.6 M base contractHis personal brand just turned into paychecks 💯 This is how elite… pic.twitter.com/NnlkDumGmi
— Royale Figurez™️ (@RoyaleFigurez) July 21, 2025
Already, this has paid off: his rookie jersey has reportedly hit $250 million in sales, earning Sanders a $14 million commission, which far exceeds most rookie earnings.
In addition, Sanders retains full ownership of all his personal media content and digital platforms including Instagram, YouTube, and Twitch Even his half-brother Deion Sanders Jr. is allowed to produce behind-the-scenes content under a unique NFL media rights arrangement.
By blending personal branding, media ownership, and performance incentives, Sanders’ deal is already being seen as a potential game-changer for athlete contracts. It represents a shift in power toward players as entrepreneurs and could set a new standard for future stars across all sports.
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