Sports
Deion Sanders has never done things quietly, and on Friday night even his most personal challenge became part of the show.
The Colorado Buffaloes head coach, who underwent bladder surgery earlier this year, had a portable bathroom stationed next to his team’s bench at Folsom Field – and he made it part of a sponsorship deal.
The facility, branded by adult underwear company Depend, drew attention from fans and broadcasters alike during Colorado’s season opener against Georgia Tech.
For Sanders, though, the move was more than a quirky sideshow. It was a statement about resilience, openness, and turning an obstacle into an opportunity.
“I wasn’t joking,” Sanders said in a social media post announcing the partnership. “I truly DEPEND on Depend.
“Ain’t no shame in taking care of yourself. Ain’t no shame in health screenings. Ain’t no shame in needing added protection to stay in the game. That’s not weakness – that’s winning.”
The 58-year-old Hall of Famer has spoken candidly about his cancer diagnosis, which led to bladder removal surgery and subsequent reconstruction in May.
He has since been declared cancer-free, but requires quick restroom access during games. Instead of concealing it, Sanders decided to make it part of the narrative – a choice that reflects the candor that has defined his career.
“I’m a happy man that I was chosen to carry this burden so I could tell the world about it,” he told CNN earlier this summer. “I think everyone has somebody that can relate to what I’ve gone through, and I’m still here.”
For Sanders, the partnership is as much about awareness as it is about branding.
By putting the Depend logo on his sideline tent, he has transformed a private medical need into a public conversation starter about health and strength.
A tough night on the field
The business move was unveiled on a night when Colorado‘s performance didn’t match its coach’s bravado.
The Buffaloes squandered an early lead and fell 27-20 to Georgia Tech, undone by the brilliance of Yellow Jackets quarterback Haynes King.
King rushed for 156 yards and three touchdowns, including a decisive 45-yard score with just over a minute left. “They called my number. I did my job. I followed my blockers,” King said. “The rest is history.”
Colorado had a chance to tie it on the final drive, but a last-second Hail Mary was batted down.
It was Sanders’ first Week 1 loss as a head coach, and one that highlighted the challenge of replacing stars like Shedeur Sanders and Travis Hunter, both of whom departed for the NFL.
“We could’ve won the game. It’s not like we had our butts kicked,” Sanders said afterward. “They ran the heck out of the ball. If we take advantage of the opportunities, I have a whole different mood up here right now.”
Bigger than football
Despite the setback, Sanders’ presence continues to loom large over college football. His ability to turn personal battles into public platforms is part of what makes him one of the most compelling figures in the sport.
By embracing sponsorship for something most would prefer to keep hidden, he has again demonstrated his willingness to lead on his own terms.
Whether Colorado rebounds on the field or not, Coach Prime’s latest move shows that his influence extends far beyond the scoreboard.
This news was originally published on this post .
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