Reveal of Cancer Diagnosis Accelerates Marketing Efforts for Deion Sanders
Deion Sanders' Business Ventures and Health Advocacy Shape His Brand
Deion Sanders, the head coach of Colorado's athletics, is not just making waves on the field, but also off it with his diverse business ventures and health advocacy.
Sanders has formed a partnership with Depend, an incontinence underwear brand, following his public battle with bladder cancer. He openly promotes Depend with candid humor and advocacy, aiming to remove the stigma around bladder health issues. This partnership enhances Sanders' brand by showcasing vulnerability, authenticity, and advocacy, while also helping Depend reposition its traditionally taboo product with a high-profile, charismatic spokesperson.
In addition to Depend, Sanders co-owns BLK & Bold, a coffee brand, and Blenders, a company that sells Coach Prime-branded sunglasses. He also has a commercial deal with Redcon1, a nutrition product. Sanders' co-licensed apparel with Nike and Colorado is also a significant venture.
Sanders' health journey has also had a direct impact on Colorado's commercial deals. For instance, he helped secure a seven-year naming rights deal with Mountain States Ford for the Indoor Practice Facility, now named the Ford Practice Facility. This shows Sanders’ indirect commercial impact, elevating Colorado’s program profile and attracting major national brands.
Sanders' contract with Colorado includes language that he doesn't have to make written disclosures of his outside business interests annually. Instead, he must give a "verbal accounting" of this information to Colorado's athletic director and president.
UCHealth, a partner of the School of Medicine, is a long-time sponsor of the University of Colorado. Although UCHealth previously partnered with Sanders to help motivate people to improve their health, it does not currently have a sponsorship agreement with him. However, Sanders is featured on the UCHealth homepage with a link to a landing page about his health journey and multiple promotional videos.
In conclusion, Deion Sanders' partnership with Depend most clearly illustrates how his personal narrative influences his commercial relationships, creating mutual brand value by combining celebrity influence with a message of health advocacy and authenticity. His impact on Colorado's commercial deals like the Mountain States Ford facility naming rights also shows his broader commercial influence, even beyond direct endorsements. Sanders' unique blend of athletics, business, and health advocacy continues to shape his brand and influence the brands he endorses.
- Deion Sanders, in addition to his sports career, is an entrepreneur who co-owns BLK & Bold, a coffee brand, and Blenders, a sunglasses company.
- Sanders' personal struggle with bladder cancer led him to partner with Depend, an incontinence underwear brand, where he promotes the product with openness and humor, aiming to destigmatize bladder health issues.
- Sanders' co-licensed apparel with Nike and Colorado, and his commercial deal with Redcon1, further demonstrate his business ventures outside of sports.
- His health journey has also influenced his commercial relationships, as shown by the seven-year naming rights deal he helped secure for the Indoor Practice Facility with Mountain States Ford.
- Although UCHealth, a partner of the School of Medicine, previously partnered with Sanders for health advocacy, they currently do not have a sponsorship agreement with him.
- Sanders' contract with Colorado allows him to give a "verbal accounting" of his outside business interests, rather than written disclosures annually.
- Sanders' brand value combines celebrity influence with a message of health advocacy and authenticity, as demonstrated by his partnership with Depend.
- Sanders is a key figure in shaping his brand, with influences ranging from sports to health-and-wellness, personal-finance, technology, social-media, entertainment, and even European leagues such as football's premier league.
- Sanders' endeavors extend to the finance industry, including wealth management and business ventures, reflecting his entrepreneurial spirit.
- The retail sector is also impacted by Sanders' influence, as his Coach Prime-branded sunglasses and other co-owned products are sold to consumers worldwide.
