Shedeur Sanders Keeps Raking in More NIL Deals

Last Updated on January 14, 2024

University of Colorado Quarterback Shedeur Sanders has built one of the most prolific sports brands ever seen in the name, image, and likeness era. The Buffaloes signal caller embodies each letter in NIL, starting with his last name.

Sanders is the son of NFL Hall of Famer and two-time Super Bowl Champion Deion “Coach Prime” Sanders. His father developed the “Primetime” image as a Florida State cornerback, which helped him become the most popular athlete and attract brands like Nike and Pepsi. 

Coach Prime even goes on record on Shannon Sharpe’s Club Shay Shay’s podcast platform to let everyone know he was the first NIL college athlete during his years as both a professional baseball player and college football player. Coach Prime told NFL. Hall of Fame tight end Shannon Sharpe I had $ 250,000 going into my senior year, the Yankees paid my tuition, and I was a walk-on, I had played six weeks in the summer and made a ton of money,” he said. “And then, I know I’m going to be a top-five pick in the draft going into my senior year. So, it was a lovely day. And I had a crib on a golf course in Tallahassee, a condo, and I had my dorm room. So, I was living.”

Making NIL History 

The younger Sanders carries the Sanders family tradition of excellence on and off the field. He most recently starred in a K.F.C. commercial alongside his family, advertising their Family Fill Up Box and Chicken Nuggets; Shedeur and Shilo Sanders also received NIL deals due to their appearance.

His presence in the NIL space is nothing new, dating back to his days at Jackson State when he became the highest-rated recruit in Jackson State history to sign with them. One of the first deals he secured was with Gatorade, ultimately making him the first HBCU college athlete to sign an NIL deal with the heralded sports drink brand.

Additionally, Sanders launched his own barbecue sauce #2 barbecue sauce and became the first college athlete to sign with Beats by Dre. He was influential in strengthening Mercedes Benz’s presence in name, image, and likeness as the German car manufacturer selected Sanders to be its first NIL athlete. 

Shedeur Sanders’s Many Merchandise Deals

One of the most common ways we interact with our favorite athletes is through merchandise. The rule changes within NIL allow college athletes to create their signature apparel.

Sanders launched his apparel line under his SS2LEGENDARY moniker and expanded his apparel presence by engaging in NIL partnerships with Actively Black and Tom Brady’s TB12 Clothing brand apparel. 

Brady praised Sanders when he announced he would be singing for his brand. The seven-time Super Bowl Champion expressed that Sanders embodies everything we look for in a Brady athlete, and his character and values align perfectly with our brand. Not only is he an exceptional football player and quarterback, but he is one of the most influential players of his generation, and we’re thrilled that he’s officially joining the Brady family.”

Sanders entered the beverage space in November when he signed an endorsement deal with Smoothie King. Sanders spoke about the restaurant in a video posted to his Instagram. The QB’s signature drink “The Shedeur,” an Angel Food smoothie with added blueberries and a multivitamin, can be purchased at locations nationwide.

Sanders, alongside his father, Deion, and his brother, Shilo, were featured in a 2023 Super Bowl commercial for Oikos, a Greek yogurt brand. The two brothers were also featured in a Google commercial in November, advertising the company’s Shop app. The commercial was produced with help from Team Whistle, a sports entertainment company.

Spreading The Rock Around: Making A Difference 

Quarterbacks are unique in that their leadership directly results from how they can get their teammates involved. Sanders has consistently involved his teammates and community in his NIL pursuits. He recently gifted his University of Colorado teammates Beats by Dre headphones and a shopping spree at Urban Outfitters through its back-to-school NIL campaign.

“2,” as he refers to himself, tapped into his partnership with Gatorade to donate $45,000 worth of football equipment to a local Boulder youth football organization, N.E.D. Falcons. 

Boulder Has Become the Hottest Destination in College Football

Boulder, Colorado has quickly become the epicenter of college football this season. ESPN’s College Gameday was on campus today for the first time since 1996, bringing with it Dwayne “The Rock” Johnson. ESPN’s First Take and The Pat McAfee Show also went live from Boulder this week.

Both the younger Sanders and Coach Prime are uniquely positioned to maximize countless NIL opportunities as they are at the center of some of the most popular storylines in sports right now.