Jeremy Roach sees value in equity deal with BOA Nutrition, a ‘game changer’ in NIL

Jeremy Roach is a businessman first, and an athlete second.

While the Duke men’s basketball captain readies for yet another trip to the big dance, he’s leveraging his name, image and likeness in a way very few athletes, if any, have been able to before.

In early January, Roach and fellow hooper Armando Bacot signed on with BOA Nutrition, a sports performance supplement company whose products utilize an aerosol spray that can rapidly deliver nutrients able to hydrate athletes. However, unlike the run-of-the-mill NIL deal, both Roach and Bacot received equity in BOA totaling roughly .5% of the company, in addition to cash and incentive compensation based on sales and performance.

It sounds small, but according to BOA Nutrition CEO Jon Prichett, that .5% is valued anywhere between $150,000 and $250,000 based on the company’s valuation. In addition, both athletes are offered the right to invest in the company at a discounted rate.

Equity has become a serious talking point in the NIL space. As athletes continue to invest in themselves on the field and in the classroom with NIL education and financial literacy training, student-athletes across the country are becoming smarter in how they invest.

For Roach, his understanding of money goes back to the teachings of his parents Carole and Joe, who told The NIL Deal, “we have instilled in Jeremy that you have to become financially literate, save your money, understand how money works and how it can work for you. Also, learn to make good choices about how you spend your money.”

In an interview with The NIL Deal, Roach’s representation Deshaun Harris from Intrusive Sports, along with Roach, discussed the importance of acquiring equitable assets such as stock, company ownership or real estate, and what it means for the future of NIL as a whole:

“Having equity in a company gives means for longevity; for example, allowing my options to grow in value and allowing the company to grow over time. Whereas, immediate compensation may diminish the value of a deal or serve as no real investment,” Roach said.

Roach continued: “It’s important for me to earn a stake in this company because I am looking at long term success, especially with a company I believe in. Having ownership and equity is everything to me because it allows me to save and prepare for my future wealth portfolio… Most young athletes don’t know the financial part of it and NIL helps you build a strong brand early.”

“Jeremy is not only a talented athlete but a long-term thinker,” Harris said. “His impressive foresight during his unique NIL journey has been guided by his parents, Joe and Carole Roach, who have equipped Jeremy with the tools necessary to have a bright present and an even brighter future.”

Harris added: “We were able to negotiate towards equity and are thankful that BOA was willing to engage in the conversation of empowering Jeremy as a student-athlete.”

When asked about the future of NIL, and whether or not athletes will look to pursue equity deals, both Roach and Harris agreed it will likely come sooner than later.

“The future of NIL will likely involve athletes seeking deals for these assets. As athletes become more aware of their earning potential, they will likely be more proactive in seeking out opportunities to monetize their NIL,” Roach and Harris said in a joint statement.

As athletes continue to seek new ways of compensation, equity is sure to become a talking point more often than the space has seen. With the possibility of earning NIL monies well into an athletes professional career – or in some cases for athletes whose careers end in college – holding onto equitable assets could be a game changer both for themselves and their community.

“NIL deals can enable athletes to give back to their communities, promote social causes, and make a positive impact beyond sports,” Roach and Harris said. “Therefore, NIL can be a game changer for athletes who have been historically deprived of their rights and economic freedom, making it likely to see a rise in deals for equitable assets.”