Jalen Hurts Prefers Equity Over Cash

September 29, 2025

Welcome to Gridiron Wallet — where NFL players don’t just chase rings, they chase bags. From million-dollar grills to side hustles that slap, we’re decoding how football’s finest make it, spend it, and sometimes… fumble it. 🏈🔥

The latest edition of our newsletter covers Jalen Hurts:

  • Breaking the Old Endorsement Model

  • Other Brands That Hurts Owns Pieces Of

  • Hurts’ Mantra to Build Generational Wealth: Equity and Discipline

✍️Paper Play

Breaking the Old Endorsement Model

For NFL players, the number one source of income, and motivation in equal measure, is their salary. The way things are now, that salary would be in the range of tens of millions of dollars, if not hundreds of millions. And, their status as celebrities allows them to supplement that income quite significantly. 

The easiest and most common way for players to earn more is as a brand ambassador in an endorsement deal. Jalen Hurts knows all about that. He’s smooth, suave, handsome, clean, and now, he’s a Super Bowl champion. Talk about marketability. 

The Super Bowl 59 MVP has a few endorsement deals with the usual suspects, such as Pepsi, Hulu, Gillette, Oakley, and Kellogg's. He’s also on the exclusive Jordan brand team under the Nike banner. 

Endorsements and brand partnerships significantly add to a player’s bank account. But if someone like Hurts wants to build generational wealth, there’s another way to go. Instead of simply promoting a product or company, he could also invest in an equity stake in the product or company.

And that’s exactly what Hurts’ agent, Nicole Lynn from Klutch Sports Group, has been working toward. 

Lynn was instrumental in negotiating Hurts’ record-breaking extension in 2023. That offseason, the Eagles QB signed a five-year, $255 million deal that not only made him the highest-paid player in NFL history (though he would be surpassed by Lamar Jackson just 10 days later), but it also included the first-ever no-trade clause in an Eagles contract. 

Hurts is clearly getting solid counsel from Lynn and her team. This guidance has also led the star quarterback to look for deeper business relationships than just endorsements. 

Shortly after signing that Eagles contract, he signed a multi-year deal with A Shoc beverages, an energy drink company backed by industry giant, Keurig Dr. Pepper. Hurts gained an equity stake in the company as part of the deal and will promote the Accelerator brand in return.

Though there is no information on the public domain about any other equity stake deals Hurts has made, the Eagles QB is clearly following in the footsteps of some of the most marketable athletes in the world, such as Serena Williams, LeBron James, and Patrick Mahomes.

Interestingly, Hurts has also ventured into the real estate business. He has purchased at least three homes that were worth more than a quarter of a million dollars when he bought them. In fact, one was worth a whopping $6 million. Their values have increased exponentially since then. 

The notable part is that he does not live in any of these lavish houses. He has been renting a $2,000 apartment in New Jersey for most of his NFL career. With a frugal mindset like that, it’s easy to see Hurts being wise about money while building his empire significantly in the coming years.

🏈 ✨Dream Scheme

Other Brands That Hurts Owns Pieces Of

Jalen Hurts has stakes in several brands, which helps ensure that his portfolio thrives well after his NFL career. One of them is called Lemon Perfect, which the quarterback has endorsed and invested in. 

The product is lemon-flavored water that contains no sugars, sweeteners, or artificial flavors. The Philadelphia Eagles quarterback decided to invest in the brand after it initially received $31 million in funding from Beyoncé Knowles-Carter. Today, Hurts calls Lemon Perfect his favorite drink, as it helped him kick the habit of drinking sugary products.

Hurts is also listed as a brand ambassador for the popular muscle recovery company, Therabody. And he’s not just an ambassador. He’s also an equity partner, tying his brand to health and longevity. Josh Allen also endorses the brand, a sign that the recovery technology is popular among major figures in the NFL community. 

Hurts and Allen can regularly be seen after games using the Theragun to massage their muscles. It’s a quick and effective way to relieve soreness. All one has to do is simply hold the gun up to the affected muscle, turn it on, and let the tech do its work. 

The investments show that Hurts has continued to make moves off the field to secure his financial future. He doesn’t just have sponsorships with massive companies like Jordon and Pepsi. He has also taken the time to invest in companies that he believes will turn a profit for his portfolio.

💡 Gridiron Wallet Trivia

Did you know?
🌿 In 2023, Jalen Hurts signed a 5-year, $255 million extension with the Eagles, briefly making him the highest-paid player in NFL history at $51 million per year. Hurts made headlines not just for the deal but for having an all-women management team, including agent Nicole Lynn, who secured the groundbreaking contract.

💸Future Proof

Hurts’ Mantra to Build Generational Wealth: Equity and Discipline

Generational wealth doesn’t just appear; it’s built through financial discipline and systematic investments. For someone like Warren Buffett, this may mean obsessive research and patiently holding onto stocks. But for Jalen Hurts, that discipline starts with living below his means and refusing to overspend on meaningless luxuries. 

Despite signing a $255 million extension with the Eagles, Hurts has embraced frugality as a foundation for longevity. And his choices reflect it everywhere. 

For starters, he didn’t rush into buying a mansion, choosing instead to rent a modest $2,500 apartment. He has also cautioned against buying flashy new cars because, as he put it, “it depreciates as soon as you get off the lot.” 

Such is Hurts’ commitment to living mindfully that he even sticks to affordable phone plans. He prefers home-cooked meals… Or even “a few to-go plates” from the Eagles’ facility over lavish dining any day.

Perhaps the best example of this discipline was seen when Hurts earned his first million in the NFL after getting drafted by the Eagles in 2020. Rather than splurge, he carefully allocated his spending. About $165,000 went to practical needs like $30,000 for clothes and jewelry, $15,000 for a vacation, and $20,000 for advisors. 

But the majority of the check reflected his priorities: $70,000 set aside for his sister’s college, $15,000 to renovate his mother’s home, and $60,000 to charities, including a $30,000 down payment for a young cancer patient’s family.

Ultimately, Hurts shows that true power comes from reinvesting as well as giving back to society. And nothing underscores this better than his charitable beliefs, where he doesn’t just write checks, he invests in families, education, and futures. 

That’s why, for him, building equity, both financial and social, isn’t just about his $255 million deal. It’s about creating something lasting. And that is the essence of generational wealth.

📆 NFL Money Stat of 1920

In 1920, Jim Thorpe, the NFL’s first superstar and league co-founder, became one of the first pro football players to land national endorsements. He promoted products like Coca-Cola and sporting goods—an unheard-of feat at the time. Thorpe’s fame as a multi-sport Olympic champion helped pave the way for future athlete-brand partnerships in American sports.