In coaching his son Shedeur Sanders, the University of Colorado’s quarterback, NFL legend Deion Sanders propelled the new Black-led Buffaloes to the national spotlight during their first season in Boulder.
But when “Coach Prime” extended an offer to include his star player in his endorsement deal for Blenders Eyewear as a father-son duo, the college junior declined the opportunity.
In a recent Instagram video where Shedeur turned down his father’s offer, Deion explained why he was extending invitations to all his sons — including Sheduer’s brothers Shilo, who is a Buffaloes defensive back, and Deion “Bucky” Jr.
“This is what I’m going to do for you three because I love you. I’m going to let y’all design your own shades, y’all gotta do it collectively, though, but it’s going to be under my brand with them Blenders,” Deion said in the video he posted over the weekend.
It seemed like Shedeur felt that sharing an endorsement deal with his brothers and father as possibly beneath his growing stardom. “I need my own s–t,” he scoffed in the video.
Still, the “disagreement” between the Sanders men was actually lighthearted and playful.
The Deal
Deion, a nine-time All-Pro and Hall of Fame cornerback, recently unveiled a new line of signature eyewear. The collection features two pairs of black and gold glasses, representing the Buffaloes’ team colors, priced at $79, with preorders available at $69 on Dec. 13, according to NBC.
Sheduer’s Growing Fame and Fortune
Shedeur and his brother Shilo transferred to Colorado from Jackson State, where they played for their father for two seasons, when he left the HBCU to take the Buffaloes job before this season. During his time with the Tigers, Shedeur earned accolades such as the Jerry Rice Award and Deacon Jones Trophy before moving on from the Jackson, Mississippi, school.
Based on his NIL valuation, Shedeur ranks as the nation’s second-highest college athlete in earnings, only bested by LeBron James’ son Bronny, a USC basketball freshman.
The young Sanders has a name, image, and likeness (NIL) valued at $4.6 million, according to ranking service On3.
As Finurah previously reported, college athletes have been allowed to make NIL deals since 2021, when the National Collegiate Athletic Association approved them after decades of resisting the move. Many college athletes have taken advantage of this.
Shedeur has endorsement deals with Beats by Dre, Smoothie King, Brady Brands, Nike, Mercedes-Benz, and Gatorade. Marca reported that the young Sanders has endorsements from Pizza Hut, GMC, Van Heusen, and American Express.
His Dad’s Financial Legacy
Deion, a former NFL cornerback whose best playing years were with the Atlanta Falcons, Dallas Cowboys, has an estimated net worth of $45 million.
As Coach Prime, he landed a five-year, $29.5 million contract with Colorado.
Since announcing the Hall of Famer’s inclusion at Boulder, the university’s athletic department has already seen a return on investment.
Under Deion’s coaching, there has been a $20 million surge in football ticket sales from the previous year, $8 million has been donated, and increased donations amounting to at least $3 million in various other categories.
Additionally, the estimated value of heightened media exposure resulting from Sanders’ presence, drawing significant camera attention, has led to a net financial impact of $249 million for the school, USA Today reported in September.
