Deion Sanders has become one of the most polarizing figures in all of college football.
After taking over the Colorado Buffaloes program that had won just a single game the year before, Sanders built a new roster through the transfer portal and cranked out four wins, while his team remained competitive in a handful of its other contests.
But it’s the way that “Coach Prime” is running the Colorado program that has caught so much attention. He understands the power of branding and has a camera crew capturing behind-the-scenes glimpses into the day-to-day happenings of his team in an attempt to sway new recruits. His two sons, Shedeur and Shilo are active on social media and Sanders encourages his players to maximize their personal brands.
It feels like he’s ahead of the new age of college football with NIL at the forefront.
But last week, Sanders faced criticism for engaging with former players on social media who were criticizing his coaching.
Former Colorado safety Xavier Smith, who transferred to Austin Peay, told The Athletic that Deion Sanders “was destroying guys’ confidence and belief in themselves.” Shedeur Sanders responded that he didn’t remember Smith, who must have been “mid at best.”
When Colorado wide receiver Kaleb Mathis joined the conversation, Austin Peay defensive back Jaheim Ward pointed out that Smith had just 38 receiving yards. Coach Prime replied to a fan’s post with a screenshot of Ward’s stats by writing, “Lawd Jesus.”
Deion Sanders insisted during last week’s interview that his response was misinterpreted.
“I try my best to refrain, but like when you posted stats, I said, ‘Lawd Jesus.’ Like dang, he really went at him. Like he really shot him,” Sanders said. “That’s really what I meant, and I think that was taken wrong. I think that was taken sideways or something else.”
Still, Coach Prime admitted he needs to watch himself on social media especially if it might hurt his program.
“I gotta do better on that and not ride with it, but I was bored,” Sanders said, via USA Today’s Brent Schrotenboer. “I was bored, and I didn’t say nothing hurtful. I don’t attack people.”
Deion Sanders Doesn’t Back Down From Defending His Kids
During an interview with Thee Pregame Show, Sanders said he usually stops himself from responding. However, he can’t always resist, particularly when it comes to defending his son, Shedeur Sanders.
In addition to the incident involving his former players, Deion Sanders clapped back to an X user criticizing Shedeur by predicting his son “will be a top-five pick” in next year’s draft. He added, “Where yo son going? Lololol I got time today.”
Coach Prime didn’t regret that reply, which he called “real.” He said he’ll push back when someone brings up his kids.
“Every once in a while, I want to play,” Sanders said. “And then I get petty.”
Deion Sanders said some people are just “angry and hateful” and claimed this generation “just wants attention.” He added that some people who dish out criticism can’t take it back.
“This has been going on my whole life. I’m not new to this,” Sanders said. “And I prepare our team for this kind of nonsense as well.”
Shedeur Sanders also spoke up recently about the social controversy aimed at him and his dad.
“This is the thing though — it’s a lot of people that are good and bad in sports and I’d never talk down on no player, but it’s just like, first you said cap about the university and then you talk about Pops, so I’m going to be honest behind that,” Sanders said during a live stream last week.
“I would never off rip try and put anybody down, but then you talk about family and about that, because I know how (his) character is. Now, when ever you talk about (family), I just got to be honest about what’s going on.”