Separated by divorce, united by their son. That’s Coach Prime and Pilar Sanders, who have a huge reason to celebrate despite their rift. For the Sanders, it’s all about progression, as Coach Prime used to say. There is no room for complacency and there’s only one thing that leads to greatness — push oneself. His youngest son, Shedeur Sanders, just made him a proud father with his mega collaboration with Beats by Dre. 

One of the leading audio products companies, $3M Beats by Dre, collaborates with several big names, from influencers like Kim Kardashian to K-pop stars like Jennie from Blackpink and athletes like Lionel Messi and Angel Reese. After signing with the company as a brand ambassador in 2021, Shedeur Sanders is back again to drop epic content, which garnered love and support from his parents. 

On August 22, Shedeur Sanders posted his partnership video on his Instagram with the caption, “Legendary. (lock emoji) in for the szn.” The video featured him sporting a sleek headset in the colors of Colorado Buffaloes. His mother, Pilar Sanders, commented on the post with several emojis of clapping hands, fire, and red hearts, and the words, “YES SON!!!”

Even before Shedeur Sanders uploaded the post on IG, Coach Prime was one step ahead, posting before him. He tagged his son and Beats by Dre with the caption, “Legendary. Proud of u son! God is good.” This campaign is a smooth business for both the audio brand and Colorado, as well as a cherry on top for Shedeur, who enjoys the privilege of being the highest NIL earner among college athletes. 

A look into Shedeur Sanders’ NIL deals

Shedeur already has a hefty NIL valuation of $4.7 million, but where did it all start from? It’s none other than Beats by Dre in September 2021, where his NIL journey began. From then on, he joined the Brady brand run by NFL GOAT Tom Brady the same year in December. In 2022, he signed a deal with Gatorade as the company’s first HBCU athlete. The same year, the 22-year-old also signed with PLB Sports, Actively Black, Mercedes-Benz, Google, and Under Armour.

That isn’t all. Last year, Shedeur collaborated with five NIL deals with major brands, which include Oikos, Beats by Dre, Urban Outfitters, Topps, and Google. This year, aside from the KFC deals and the latest collaboration, he has partnered with 5430 Alliance, which is the official NIL collective for all Colorado athletes. But keeping NIL aside, the focus right now is the field which will see action one week from now as the Buffs kick off their season with a game against North Dakota State on August 29.