Shedeur Sanders, the 21-year-old quarterback for the Colorado Buffaloes and son of NFL legend Deion “Coach Prime” Sanders, has already reached a financial milestone most athletes only dream of — becoming a millionaire before finishing college.
Thanks to the NCAA’s name, image, and likeness (NIL) policy, Shedeur has leveraged his brand to build a lucrative portfolio of endorsement deals, elevating his net worth into the seven-figure range.
The son, in a video talking to his father, flexed about being a millionaire while still unable to legally drink.
Not Like Poppa
“He was not a millionaire at 20,” he said while looking at his phone across from his dad.
His father got him together.
“I was not a millionaire at 20. I was a millionaire at 21,” Prime said in a recent exchange, flexing his financial success.
By 21, provided he is drafted in April 2025 as planned, Shedeur will have superseded his father — becoming a professional player in the NFL and having a bank account that would have dusted his father’s at that same age.
The father added, “I was a pro. See, the difference is, I played three sports in college (football, baseball and track and field). I just wanted you to know who you’re talking to because sometimes you forget. You think you just talking to dad.”
While financially up, as an athlete, the son pales.
Prime made sports history by playing in both the NFL and Major League Baseball simultaneously, following in the footsteps of Auburn University legend Bo Jackson. Sanders began his pro baseball while still in college at Florida State, playing for a New York Yankees minor league team after being drafted in 1988, the year before he went to the NFL.
Known for his electrifying speed and versatility, the football legend balanced professional football as a cornerback with the Atlanta Falcons and baseball as an outfielder with the Atlanta Braves. He once played an NFL game and an MLB game within 24 hours. Sanders has also opened up about his past struggles with mental health.
Building a Multi-Million Dollar Brand
According to On3’s NIL valuation metrics, Sanders tops the rankings with a $4.7 million valuation, making him the highest-valued college football player in the NIL space.
His business portfolio includes partnerships with Nike — mirroring his father’s deal from 30 years prior — along with Beats by Dre, Gatorade, and Mercedes-Benz. In 2023, he secured additional endorsements with Google and Topps, according to CBS News.
The 2024 contract with the 5430 Alliance, a consolidated NIL collective at Colorado, proved to be his financial breakthrough.
This alliance represents the consolidation of the Buffs4Life NIL collective and the 5430 Foundation, supporting 350 Colorado student-athletes across 11 sports programs, with “a special emphasis on the football program.”
Business Ventures and Revenue Streams
Shedeur has demonstrated entrepreneurial acumen through his clothing brand, SS2 Legendary. In April, he hosted a retail pop-up event at Peckish restaurant near campus, generating approximately $15,000 in merchandise revenue during a three-hour window.
The business model includes shirts priced at $40-$60, hoodies and jerseys at $80, hats at $40, and wristbands at $10. Through a licensing agreement with the University of Colorado, Sanders utilizes the school’s logo on his merchandise, with the university receiving a 12% royalty.
“One thing he understands is he has to touch base with the people,” Sanders’ business partner Bam Hogue told USA Today Sports. “It’s about actually meeting people in real life and meeting your supporters.”
Market Value and Business Strategy
With 2.5 million social media followers, Shedeur has positioned himself as a premium marketing asset for brands targeting younger demographics. His market position makes him “one of the most sought after faces to promote a brand to young people.”
During a September 2024 postgame interview following a victory over Baylor, Shedeur revealed, “I don’t have a trust fund. Dad ain’t set me up good like that. But I’ll make sure I set up my kids,” indicating a forward-thinking approach to wealth management despite his father’s estimated $45 million net worth.
The Business Model of Modern College Athletes
Shedeur represents the evolving business paradigm in collegiate athletics.
The NIL framework revolutionized college sports, allowing student-athletes to monetize their personal brands, shifting profits from institutions to the athletes themselves.
His success blueprint combines on-field performance with strategic brand partnerships and direct-to-consumer offerings, demonstrating how athletic talent can transform into substantial business opportunities before even entering professional sports.
Like his father, Sanders has even ventured into music, though with similar mixed reviews to those his father received for his 1994 release “Must Be the Money.”
Sanders began building his brand during his time at Jackson State University, the HBCU where his father coached, proving his business acumen predates his transfer to the more prominent Colorado program.
Now, with the NFL around the corner, more millions are sure to come.
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