Shedeur Sanders – Legendary Future

Fans still have several months until the 2024 college football season begins. However, that isn’t stopping Colorado quarterback Shedeur Sanders from inking new and interesting Name, Image, and Likeness (NIL) deals practically every week.

Some of his newest advertisements are for a brand Sanders has been partnering with for years. 

The Colorado Buffalo recently took to Instagram to advertise Gatorade’s new limited edition “Midnight Ice” flavor. 

“Crisp, cool, and it’s already legendary,” Sanders says, alluding to his famous catchphrase.

Sanders’ long history with Gatorade

Sanders originally partnered with Gatorade over two years ago in January of 2022. 

“It’s an honor to join the Gatorade Family and represent this historic moment for HBCU athletes,” Sanders said in a news release. “I can’t wait to work with Gatorade on and off the field to help create even more opportunities for HBCU students and athletes.”

This was during his time at Jackson State, making him the first HBCU athlete to partner with Gatorade. 

“Being the first HBCU athlete to sign an NIL deal with Gatorade- that’s legendary,” he said in his first advertisement with the company. 

“Legendary”

It’s unclear when exactly Sanders started the “legendary” slogan, but it has definitely caught on. Plus, with Deion Sanders as a father, it’s no shock that the quarterback has wasted no time building his brand.

At the beginning of the 2023 season, Sanders released the SS2LEGENDARY apparel brand. On3 says it all started with a red sweatshirt featuring a $2 logo back in December of 2021. 

Once he realized this symbol was gaining attention, Sanders filed to trademark the logo the following February. This includes goods and services, footwear, sweatshirts, athletic apparel, plus baseball and skull caps, On3 writes.

His marketing of this brand has unquestionably been beneficial. That catchphrase was mentioned in the Gatorade deal, and it has also been a part of Sanders’ partnerships with Smoothie King, AT&T, and more. 

Not to mention, his Instagram posts commonly feature a caption including the word, “legendary,” a location marked as “legendary,” or a photo of Sanders wearing his signature necklace with- I’ll let you guess what word. 

Unlimited possibilities for Sanders

Because he is one of the top NIL earners in college football right now, many people would assume the money is getting to his head. However, the 22-year-old is simply happy to have the opportunities he does.

“I’m just blessed to be a part of it,” Sanders said about one of his other NIL deals. “I thank my on-the-field team and off-the-field team. None of this would be possible [without them].”

Sanders is already shaping up to be one of the most prominent players of the 2025 NFL Draft. Of course, we will have to wait and see how the 2024 season plays out for Colorado, but it’s safe to say he has a bright future regardless of what it may hold.

Victoria Jonach is an aspiring writer and media analyst fascinated by what kinds of activities players participate in off the football field. Growing up in New Jersey, she is a New York Giants fan and attends Rutgers University, pursuing a career in Journalism and Media Studies. She writes for FirstRoundMock.com covering anticipated draft picks and their acts of volunteerism, entrepreneurship, and other interests that shape these individuals.