“I’m so proud of Shilo Sanders”: $45M worth Deion Sanders praises son2

Colorado’s football safety, Shilo Sanders, is set to make his acting debut portraying his father, Deion Sanders, in the season finale of Starz’s popular crime drama “BMF.” While it’s just one scene, it marks a significant moment for both Shilo and his father, who is not only the Colorado coach but also a master of personal marketing.

This cameo is just a glimpse into the expansive branding journey of Shilo and his brother Shedeur, both University of Colorado football players under 25, who have seamlessly merged their father’s fame with their own skills and savvy, propelling them to unprecedented levels of exposure for college athletes.



Deion Sanders

According to Jim Cavale, founder of Athletes.org, the Sanders brothers are outliers in the realm of college athletics, leveraging a combination of factors to achieve remarkable success in the era of name, image, and likeness (NIL) deals.

From Shedeur’s promotion of his rap single to Shilo’s playful interactions with pro boxer Ryan Garcia, the brothers have capitalized on their social media following to engage with fans and promote their personal brands. Shedeur’s recent pop-up retail event saw him sell nearly $15,000 worth of merchandise, while Shilo’s acting gig on “BMF” further adds to their growing list of accomplishments.

Their father, Deion Sanders, proudly acknowledges their achievements, highlighting Shedeur’s financial success in college and their responsible stewardship. The Sanders brothers’ ability to monetize their fame was made possible by the NCAA’s decision to lift restrictions on athletes profiting from their image and likeness in 2021.

The casting of Shilo as a younger version of his father in “BMF” underscores their close resemblance and adds to their growing portfolio of commercial endeavors, which include appearances in Google and KFC commercials.



Unlike many college athletes who rely on fan-driven collectives for NIL opportunities, the Sanders brothers exemplify “real NIL,” with companies seeking their endorsement and appearance deals. Their unique combination of athletic talent and familial fame has propelled them to a level of success rarely seen in college sports.

Deion Sanders

In a landscape where only a handful of players on each major conference team can command endorsement deals, Shedeur and Shilo stand out, thanks in large part to their father’s illustrious career. Their story parallels that of other sports dynasties, such as LeBron James’ son Bronny and Texas quarterback Arch Manning, whose familial connections have similarly shaped their collegiate experiences.



As Shedeur and Shilo continue to navigate their final college seasons at Colorado, their journey serves as a testament to the evolving landscape of college athletics and the boundless opportunities afforded by NIL.

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