Sanders watch celebration could be future of endorsements

Colorado Buffaloes quarterback Shedeur Sanders (2) celebrates after defeating the Arizona State Sun Devils at Mountain America Stadium, Home of the ASU Sun Devils. Mark J. Rebilas-USA TODAY Sports

Shedeur Sanders watch celebration could be future of college endorsements

By Cameron Kiszla | Last updated 10/10/23

One of college football's most prominent players may be jumpstarting the next trend in endorsement deals for NCAA athletes.

Shedeur Sanders, the quarterback of the 4-2 Colorado Buffaloes squad that's the talk of the sports world, celebrates by holding up his left wrist to show off his watch, which Complex identified as a "customized stainless steel Audemars Piguet Royal Oak 15500 that has been flooded with 30 carats of VVS diamonds."

Most recently, the Arizona State student section got a very up-close-and-personal view of the $70K AP after a last-minute field goal gave the Buffaloes a 27-24 win.

Shedeur's taunt seems to be catching on, with a few New York Jets players busting out the move after beating the Denver Broncos.

But for the Sanders family, Shedeur's celebration could mean a lot more than just influencing other athletes like the Oklahoma City Thunder's Chet Holmgren to copy his move.

Chet flexed then hit the Shedeur pic.twitter.com/7GkJWDwUXV
— NBA on ESPN (@ESPNNBA) October 10, 2023

Sanders' father, NFL Hall of Famer and Buffaloes head coach Deion Sanders, wants his son to get "a lucrative watch deal," as reported by Bleacher Report.

"He can't do it for nothing," the elder Sanders told reporters. "We gotta capitalize on the moment. He is my son."

Deion, of course, was referencing his own playing days, when "Prime Time" and "Neon Deion" were shorthand ways to refer to one of the game's most dominant and flamboyant players.

Having seen the business side of athletics for himself, Coach Prime, as he's now known, sees an opportunity for his son.

If Shedeur indeed lands "a lucrative watch deal" for his celebration, he could do for players what his father is doing for football programs: change the status quo and capture the nation's attention while he's at it.

Don't be surprised if other athletes start copying this idea, too.

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