Seattle Seahawks star Marshawn Lynch is cashing in on his "Beast Mode" moniker, and made a mid-six figure sum in 2013 after licensing the phrase, reports ESPN.
According to his agent, Doug Hendrickson, the 27-year-old running back turns down in the region of five proposals per month, from companies looking to align themselves with the rapidly expanding brand.
So far, Lynch has given a stiff-arm to Nike - who pay him to endorse their products - standing by his typical 20 per cent sales royalty fee. Of all the deals that have been agreed, he also has to approve every design.
The NFL pro currently has two registered trademarks - to use the term on clothing and hats - with two further trademarks pending, which would allow "Beast Mode" to be used on sunglasses, headphones, bracelets and cleats.
"He has spent a lot of money to make sure he owns and protects this," Hendrickson said.
As Lynch's franchise continues to grow, it will be interesting to see if things change on the Nike front, particularly if he and the Seahawks advance to the Superbowl.
Watch this space.