Colorado Buffaloes football coach Deion Sanders has had a personal crusade against the media throughout his football career.
It's not in the Bill Belichick, would rather be anywhere but in front of a microphone way, but rather a brash approach with a conception that journalists are intent on tearing him down.
Despite the 57-year-old's outspoken nature, his disdain for journalists has reached a fever pitch over the last year, banning reporters from Colorado press conferences and rejecting questions from particular publications that he deemed took personal jabs at him in the press.
This vendetta allegedly persisted in a remarkably petty manner at Big 12 Media Day.
According to Snapback Sport's Tim Kalinowski, Deion failed to appear at his scheduled times with many of the outlets present at the event.
"A lot of people here had tentative times scheduled with Coach Prime, including us, but he stood up everyone," Kalinowski said. "He no-showed everything before his podium session and everything after. Meanwhile, I'm watching Mike Gundy at 6:30 do some media stuff with some local guys. If it's a health issue, I hope he's okay, but why can't you let people know ahead of time? He's never had a problem getting his voice out there."
It's challenging to find any other personnel present in Frisco, Texas, corroborating this story, but outside of some appearances on ESPN, there are no signs that Deion did any other availabilities.
He was content with going on the "worldwide leader of sports," just not any other company that put in work just to get 15 minutes of his time.
Deion's moral high ground is rapidly sinking, and no amount of gaslighting about "being a professional" can change his egotistical ways and endless desire to control his own narrative.