Shedeur Sanders became a brand long before stepping into the national spotlight, starting at Jackson State and truly taking off after transferring to Colorado.
Many credited his rise to his legendary father, Deion Sanders. But Shedeur backed the hype with a standout final season at CU.
His talent, poise, and personality turned him into a marketing powerhouse, leading to a string of major NIL deals. Curious how he turned fame into fortune and impact? Here are the deals that made it happen.
Nike
In August 2024, Nike posted a picture of Shedeur Sanders to their Instagram account, captioned, “Now it’s a family business.” The post followed a signing of a name, image, and likeness deal between Nike and Shedeur Sanders.
Shedeur Sanders, son of the legendary head coach Deion Sanders, couldn’t hold his excitement over the deal. In fact, Sanders even revealed his interest in following his father’s footsteps. And in doing so, Shedeur became the first college football player to sign a deal with Nike.
In a recent 2Legendary Podcast, Sanders said, “I would want to build on it.” He added, “My desire is to get to national championships.”
Shadeur Sanders’ marketing success also contributed to a signing with Google. His deal with Google followed with a Chromebook commercial with his father and brother Shilo in 2022.
The 2023 Google commercial marked a continued partnership after the Chromebook deal. Shedeur, at the time, was valued at $3.8 million in NIL money, only behind Bronny James, showcasing his family’s success beyond the field.
Beats By Dre
In 2021, Shedeur Sanders made another game-changing move by turning up to be the youngest ever ambassador of the Beats by Dre. Right away, Sanders starred in the brand’s ad.
The deal created waves in collegiate athletics. It established Sanders as one of the high-profile college athletes to land a major brand partnership since the NCAA’s new NIL policy. The policy allowed NCAA student athletes to profit from marketing through their Name, Image, and Likeness.
Since then, Shedeur has re-signed deals with Beats By Dre multiple times.
Under Armour
On November 30, 2022, Shedeur Sanders signed a deal with Under Armour. This was during his tenure at Jackson State University (JSU).
Meanwhile, Sanders’ dad, Deion Sanders, had a longstanding relationship with Under Armour. He had even facilitated a direct partnership between Under Armour and JSU, reflecting his personal rapport with Kevin Plank, the brand’s founder.
Sander’s deal with Under Armour capitalized on his rising prominence, enhancing the release of a signature jersey. Sanders turned out to be the first HBCU player to receive such an honor.
Mercedes-Benz
While striving towards becoming one of the most accomplished athletes in the NIL era, Shedeur Sanders added a car deal with Mercedes-Benz to his portfolio in 2022. The Jackson State quarterback appeared in multiple Mercedes-Benz promotions on social media.
As part of the deal, Sanders snagged a 2022 model, which was selling at $55,550.
Happy with the new signing, the luxury car brand posted a picture of Sanders on X with the caption: “Pocket protection worthy of a quarterback.”
Gatorade
2022 was quite a historic year for Shedeur Sanders. Just when we thought he had signed enough deals, the then Jackson State quarterback inked another partnership with Gatorade.
The young star was quite impressed with the new partnership.
“I’m honored to be a part of the Gatorade family. First and foremost, I’m blessed. It’s a great opportunity. As a kid, I was drinking Gatorade regularly. So now that we have the opportunity to partner with them and be a part of Gatorade, I’m very blessed,” Sanders told Sports Illustrated.
This deal was a significant milestone. It marked the first HBCU signing with Gatorade.
BRADY Brand
Again in October 2022, Shedeur Sanders made another spectacular deal with the Brady brand. This was the first time Brady signed an individual athlete.
This deal gave Sanders the privilege of influencing product development to wear testing. He was thrilled to join the brand of his longtime mentor, Tom Brady.
“Tom has been a longtime mentor to me, both on and off the field, and I’ve been a fan of his apparel brand since its inception, so this partnership feels like a natural next step,” said Sanders.
Topps
Shedeur Sanders carried on his successful marketing deals, signing another exclusive deal with Topps. The deal led to the release of several trading cards under the Topps Bowman University line.
Jackson State’s quarterback’s fame took off with these cards. They feature him in his Colorado Buffaloes uniform and have gained traction among collectors.
You can actually purchase these cards on platforms like Amazon and Groupon.
Panini America
Adding to his diverse partnership portfolio, Shedeur Sanders signed a strategic deal with Panini America, the official trading card partner of the NFL. The NIL powerhouse features in Panini products, including their Instant Card Platform.
Besides boosting Sander’s current portfolio, partnering with Panini positioned him for numerous future opportunities. It opened him to:
- More potential endorsements
- New partnerships
- Increased market visibility
Oikos
In a bid to show his family’s competitive nature, Shedeur Sanders appeared in Super Bowl commercials with his dad Deion for the Oikos brand. One of the ads featured Sanders flexing his strength and attempting to out-muscle his dad.
It was a dramatic display of how sons try to outdo their dads, while the dads attempt to keep up the dad’s strength. As a result, the commercial reinforced the brand’s message of health and strength.
Urban Outfitters
Shedeur Sanders is not short of kindness. Amid the myriad of lucrative deals, the Colorado quarterback decided to partner with Urban Outfitters and give back to his tribe with a kind gesture.
Working with Urban Outfitters, he took 10 teammates shopping at the brand’s Boulder location. This was an innovative promotion of the brand while giving back to his peers.
In return, the promotion gave Sanders several perks. Together with other athletes, Sanders acquired compensation based on social media following and engagement rate.
Actively Black
Shedeur Sanders’ partnership with the global sportswear brand Actively Black was a special one. This wasn’t an ordinary deal.
It gave Sanders, together with Shilo Sanders and Travis Hunter, who were part of the deal, a chance to celebrate the Black style and culture.
The trio, who were then among the top-rated recruits, rejected offers from Power 5 schools to commit to an HBCU. This made them attractive personalities for such a deal.
“My goal in coming to JSU was really to inspire the next generation and shine a light on undeniable talent at HBCUs and within our own communities, that’s why this partnership with Actively Black is so important, it just reinforces my purpose,” Shedeur said.
PLB Sports & Entertainment
At the peak of his marketing savvy, Shedeur Sanders signed a one-of-a-kind deal with PLB Sports in 2022. Excited with their first NIL signing, PLB Sports instantly made the then Jackson State quarterback the face of their ‘#2 BBQ sauce.’
As an added bonus, the partnership donated some of its profits to the Thurgood Marshall College Fund. Another chance to touch the hearts of his fans with charity and grow in marketing!
“PLB Sports and Entertainment is proud to partner with Shedeur Sanders and assist him in building his brand in retail,” said Ty Ballou, PLBSE CEO.
PLB Sports and Entertainment is no stranger to partnering with top-tier football players, as in the past they have released cereals Mahomes Magic Crunch and Josh Jaqs.
5430 Alliance
Shedeur Sanders’ interest in building a ‘super team’ has grown stronger over the years. In 2024, the legendary quarterback promised to be a top contributor for the NIL collective.
Meanwhile, the 5430 Alliance, which is the official NIL Collective for CU Athletics, has helped its players earn good money. In order to help his teammates get a share of his NIL success, Shedeur donated big on the collective, which got distributed among the players.
This move demonstrates Sander’s commitment to helping others. He’s focused on the program’s success beyond his time at Colorado.
From Jackson State to Colorado, Shedeur Sanders became more than a quarterback. He became a brand.
While his father opened doors, Shedeur earned his spotlight through hard work. Through which he has secured major NIL deals and given back through partnerships. He’s not just chasing greatness. He’s building a legacy that lifts others, too.