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Deion Sanders’ Daughter Inks NIL Deal to Support a Heartfelt Mission

Originally posted on Athlon Sports | By Jeremy Beren | Last updated Jun 23, 2025 12:56 PM ET

Deion Sanders has long spoken out in support of young people, using his platform to call for changes to the playing field for college athletes. He said as much when the Jackson State Tigers introduced him as their new football coach in 2021.

"Well, I'm pretty certain that this is why I'm here. I'm pretty certain this is why God led me to Jackson State University, to HBCU, to the SWAC," Sanders said then. "I truly believe. You know, we stand by a word. I believe. And we truly believe that. It's going to be a change. Everything I've done in my life. I provoke change. Why not now?"

After leading Jackson State to a 27-6 record across three seasons, Sanders was hired as the Colorado Buffaloes' head football coach. Within two years, Coach Prime had transformed a program that won one game in 2022; in 2024, Colorado challenged for the Big 12 title and sent Heisman Trophy winner Travis Hunter and quarterback Shedeur Sanders, Deion's son, to the NFL.

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A post shared by $helomi Sanders (@shelomisanders)

Sanders' outspokenness is a trait he has passed down to his children, including Shedeur and Shelomi Sanders. The latter, Deion's youngest child at 21 years old, just announced an exciting new partnership with CREEJ, The Center for Rural Enterprise and Environmental Justice.

"So many communities in the US are still living without basic needs, like clean water or even proper sewer systems," Shelomi Sanders said via Instagram. "Not only are (CREEJ) fighting for justice, but they are bringing real change to underserved rural areas."

The new partnership is the latest addition to Shelomi Sanders' portfolio with an NIL valuation of $299,000. Deion Sanders' youngest daughter is entering her senior year as a basketball player for the Alabama A&M Bulldogs and has deals with brands like KFC, Meta and Savage X Fenty.

This article first appeared on Athlon Sports and was syndicated with permission.

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