UNC and Duke Basketball Standouts Ignite Passion for BOA Nutrition with NIL Endorsement Deals

The News & Observer

BOA Nutrition, a Smith Anderson client and maker of aerosol athletic performance products that deliver nutrients to an athlete’s body in two seconds, has secured prized NIL endorsements from UNC and Duke basketball standouts Armando Bacot and Jeremy Roach, who now have equity ownership in BOA as part of the deal. 

The deals represent a big score for BOA’s newest product, Ignite, following the NCAA’s decision to allow college athletes to monetize their name, image and likeness.

"The three words have been condensed into an acronym, NIL, which has become a regular part of the college athletics lexicon and has affected nearly every aspect of the enterprise through the past year-and-a-half," The News and Observer writes. "Companies large and small have seized the opportunity to enter into endorsement deals with college athletes."

BOA Nutrition is the first to seize on the idea of using an NIL-related commercial to feature players on opposite sides of the legendary Duke-UNC rivalry. The Bacot-Roach endorsement features them as opposing forces in a fierce and century-old rivalry – now, they bond over their mutual adoration of Ignite. 

Ignite gives athletes and weekend warriors of all ages and skill levels two-second micro blasts of B vitamins, caffeine, electrolytes and carbs. The body absorbs the nutrients much faster than a 12-oz sports drink and can help athletes hydrate up to 10 times faster than liquids, powders, pills, gel or sticks, protecting them against the “sodium gap,” which can lead to muscle fatigue and other problems like cramping, BOA Nutrition’s founder Hank Durschlag said in a press release.

“Armando and Jeremy represent the very best in their sport, and we’re excited that BOA products are helping them fully optimize their performances on and off the court,” said Jon Pritchett, CEO of BOA Nutrition.

Smith Anderson attorneys Jonathan Bass and Josh Diver represented BOA on the two separate NIL transactions. The firm also advises BOA on its corporate work, including financing, governance, commercial contracting, NILs and marketing.

­­­­­­­­­­About BOA Nutrition

BOA Nutrition, Inc. is a sports nutrition and wellness company based in North Carolina. It develops unique products with novel ways to rapidly deliver essential nutrients so athletes of all ages and skill levels can optimize their performance. BOA’s objective is to provide athletes with fast-acting, concentrated, great-tasting and convenient products to use no matter where, when, or what the sport. The company's technology, and many other innovations from BOA, are protected by 18 provisional patents and other proprietary trade secrets. BOA Endure, the rapid sodium replenishment solution, is certified by the global NSF Certified for Sport® Program. To learn more about BOA Nutrition, BOA Endure, or the newly introduced energy fuel BOA Ignite, visit boablast.com and follow on Facebook, Instagram, LinkedIn and Twitter.


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