Like his father, Deion Sanders, Shedeur Sanders’ personality stands out. Despite not attending a prestigious college football program like Georgia, Texas, or Alabama, the Colorado Buffaloes quarterback has garnered an immense portfolio of NIL deals.
The latest to partner with him was AT&T. The company recently featured the NFL-bound quarterback in one of its commercials.
Shedeur Sanders Relates Sports to Business
During a recent video clip that Sanders shot in collaboration with AT&T, the quarterback opened up about what drives him as an athlete and businessman.
He shared insights into his personality and goals.
“My best quality is that I’m always smiling,” Shedeur said. “Yeah, I’m always smiling, that’s for sure. I’m heavily involved in business. I have a vision, and I like to see it achieved. My purpose and my vision are to be in a position to have all the resources I ever need and to be able to use them for people who are coming later on in the generations and later on in my years.
“Sports is a business, so you gotta understand it’s not personal — it’s more business. You gotta be able to produce. If you’re not producing, then it’s like, what are you around for?” the quarterback added.
🔥 New. #2 Standing on Business. Rising to the Occasion
"My best quality is Im always smiling. Im heavily involved in the business. I have a vision and I like to see it be achieved. Sports is a business so you gotta understand its not personal"
📽️ @ATTBusiness @ShedeurSanders pic.twitter.com/TiaKG8Svfd
— JaKi 🇺🇸 (@JaKiTruth) January 20, 2025
Sanders’ Business Moves Have Earned Him Millions Already
In the NIL era, it has become possible for college athletes to earn huge dollar figures. Previously, they were forbidden to profit from their fame until a new rule came along in 2021, seeing the likes of Olivia Dunne, Sanders, and Bronny James benefitting the most, according to On3.
The quarterback has not limited himself to the football field. He started his clothing brand in 2021, SS2LEGENDARY. The brand quickly gained attention with its signature red sweatshirt featuring the “$2” logo, a nod to his jersey number. He has even incorporated the Colorado Buffaloes logo into some of his merchandise.
Moreover, Sanders has signed deals with several high-profile brands, including Gatorade,
BRADY Brand, Mercedes-Benz, Google, Urban Outfitters, and EA Sports, among others. All this has led him to hold the highest NIL valuation in college football.
He has also started his own “2Legendary with Shedeur Sanders” podcast, which is already a hit on YouTube.
All this is a sign of what Sanders is set to achieve, on and off the football field.