Deion Sanders is a branding machine! Since joining the Colorado Buffaloes last year, Coach Prime can’t seem to escape the headlines. Even during the quiet offseason, he’s trending for several reasons.

Deion stayed active this year by co-writing a motivational memoir called Elevate and Dominate and embarking on a book tour to connect with fans and keep his name trending. And just like that, bam! After starring in a surprise Nike ad campaign, the Sanders men became an internet sensation, rocking the stylish Nike Air Max DT ’96. This reunion with Nike came after decades and had the internet buzzing. But who’s the marketing mastermind behind Deion’s constant buzz? Let’s find out!

Meet the duo behind Deion Sanders’ marketing successes

Deion Sanders’ online dominance isn’t a solo act. The key players behind the scene are Sam “Malone” Morini and his aunt Constance Schwartz-Morini. Sam Morini is Deion’s longtime talent manager from SMAC Entertainment (led by his aunt!). Last year, Deion introduced him as his “right-hand man.” He handles everything from partnerships and logistics to media and business deals for the head coach and the University of Colorado. Thus, the HC and his manager have a sweet bond as Deion even publicly showered Morini with praise when he was recognized as a “New Voices Under 30” by the Sports Business Journal.

He was also featured on the recent Sports Illustrated cover featuring the Sanders family and associates. Now, it’s not just him. Even Morini’s aunt, Constance Schwartz-Morini, plays a crucial role. As CEO of SMAC Entertainment, she co-produced the Prime Video docuseries Coach Prime alongside Morini. Her experience and leadership undoubtedly show that Deion can’t be in better hands. 

Coach Prime has a boss lady behind the scenes

Now, Constance Schwartz-Morini is the “boss girl” in charge. She founded SMAC Entertainment with Michael Strahan and is the primary name in transforming the football star into an entrepreneur. With the team, she manages talent and branding across music and sports. Her diverse portfolio also includes works and Deion’s close pal Snoop Dogg. She was also the mastermind behind his Youth Football League. Similarly, she’s also a guiding force for Deion, too. She nudged him toward college coaching and now helps maintain his online presence after the successful Coach Prime docuseries on Amazon Prime.

There’s even a hint of a future comedic project in the works — a “half-hour comedy about Deion’s life,” possibly with Kevin Hart’s production company. While details remain unclear, this proves that Deion’s marketing strategy is in excellent hands. Even Deion himself praises Constance’s vision and pioneering spirit in an interview with AP. “She’s created a space and a lane that only she could walk in right now… she’s truly a visionary.”

Thus, with Constance and the SMAC team, Deion seems well-equipped to tackle any challenges.