Deion Sanders has never been one to follow the crowd, and now, even his endorsements are making headlines.
The Colorado Buffaloes football coach just inked a partnership with Depend, the adult incontinence brand owned by the $42 billion-valued Kimberly-Clark Corporation. It’s a deal that has both comedic flair and possible long-term significance.
“Depend is proud to help millions of people live more confidently every day with comfort and protection they can trust – this includes Coach,” a company spokesperson said in a statement reported by USA Today’s Brent Schrotenboer.
Deion, who has publicly battled through serious health issues, including multiple surgeries that resulted in the amputation of two toes, took the ad campaign in stride, leaning into humor and relatability.
But beyond the laughs, this partnership may reveal something deeper about where his career is headed.
The Sporting News’s Andrew Hughes had an interesting take on Prime’s offseason and this deal.
“Sanders did a lot of winning this offseason. More winning during the 2025 season would give Depend a boost in evaluation, even if it’s a slight one.”
“Being owned by a $42 billion company, Kimberly-Clark Corporation, makes actually moving the needle a tough task for Deion.”
It’s easy to focus on the brand side of things, but Coach Prime can move any needle.
Colorado fans might be wondering, “Is this just another clever money move? Or a foreshadowing of what’s next?”
On one hand, the exposure and financial gain from deals like this could give Sanders and Colorado the deep pockets they need to compete with the recruiting monsters of the Big Ten and SEC. On the other hand, it could signal that Sanders, who’s always had one eye on business, is preparing for life after coaching.
Whether this is just another chapter or the beginning of a farewell tour, one thing is for sure: Coach Prime is always playing chess, not playing checkers. And no matter what, people are watching.