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Deion Sanders Sends Powerful Message Through New Partnership After Beating Cancer

Originally posted on Athlon Sports | By Matt De Lima | Last updated Aug 22, 2025 10:23 AM ET

Deion Sanders has never been shy about turning his life into a statement. The Pro Football Hall of Famer and Colorado football coach has long been one of sports’ most magnetic personalities, blending humor, style and honesty.

Now, after his public battle with bladder cancer, Sanders is channeling that same presence into a new partnership that is far more personal than his past endorsements.

Sanders, 58, announced his col laboration with Depend, the incontinence brand, in a bold and humorous way.

“I wasn’t joking! I truly DEPEND on @Depend ... Ain’t NO SHAME in taking care of yourself,” Sanders wrote in a social media post.

His openness about a subject often avoided publicly underscored the larger message he’s trying to deliver: strength isn’t about hiding your struggles, it’s about owning them.

Sanders Brings Awareness To Health Screenings And Recovery

The partnership comes after Sanders revealed that he had his bladder removed in May following a cancer diagnosis. At a July news conference in Colorado, he told reporters, “I depend on Depend, if you know what I mean. I cannot control my bladder.”

While the delivery carried his trademark wit, the reality of his words was clear. Sanders is determined to turn his health struggles into a platform for awareness.

I wasn't joking! I truly DEPEND on @Depend . #ad Ain't NO SHAME in taking care of yourself. NO SHAME in getting health screenings. And there certainly ain't NO SHAME in needing added protection or using Depend to stay in the game. That’s not weakness — that’s WINNING. pic.twitter.com/J4GUTEpP4u
— COACH PRIME (@DeionSanders) August 22, 2025

Health experts have noted that his decision to speak openly could have a lasting impact. Adam Kibel, chair of urology at Mass General Brigham, compared Sanders’ openness to how Betty Ford’s candor about her breast cancer diagnosis helped normalize conversations and screenings in the 1970s.

Sanders’ credibility and popularity make him uniquely positioned to destigmatize conversations about incontinence and preventive care.

The coach’s message has extended beyond product promotion. He urged fans to prioritize health screenings, calling it a sign of strength rather than weakness. Sanders has emphasized that taking care of one’s health—whether through medical exams or using products that allow people to live fully—should not carry shame.

Depend Partnership Extends To New Online Platform

As part of his collaboration, Sanders is also helping launch new resources through Depend’s website. The company, owned by Kimberly-Clark, has highlighted how its platform aims to provide not just products but also support for individuals managing bladder leakage.

The company praised Sanders’ willingness to share his story publicly, calling it a “badge of resilience” that will empower others. Sanders himself has leaned into that mission with candor, telling former NFL receiver Michael Irvin in a recent interview, “I’m about to sexy ’em up,” in reference to the brand.

His ability to approach the issue with humor while addressing its seriousness has resonated with both medical professionals and fans.

Colorado opens its season Aug. 29 at home against Georgia Tech, and Sanders has shown no signs of slowing down in his role as coach. By linking his recovery to a broader cause, Sanders has found a way to transform his personal health challenges into something more meaningful.

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

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