Colorado QB Shedeur Sanders launching '2 Legendary' podcast

Shedeur Sanders has built out his SS2LEGENDARY merchandise brand over his collegiate career.

The Colorado quarterback has more than 2.5 million social media followers. Viewed as a name to watch for the 2025 NFL draft, he’s found plenty of NIL success partnering with brands like Google and Urban Outfitters.

Now the youngest son of Deion Sanders is branching out, partnering with Overtime to launch his own podcast. Titled “2 Legendary,” a riff off his brand name, the first episode drops Tuesday. Represented by SMAC Entertainment and Constance Schwartz-Morini, Sanders is making sure his brand stretches to multiple categories off the field.

Merchandise from SS2LEGENDARY started populating in December 2021, with a simple red sweatshirt and the “$2” logo, which frequently appears on the apparel. Sanders filed to trademark the mark in February for goods and services, including footwear, sweatshirts athletic apparel, baseball camps and skull caps.

He’s done everything to market his clothing, too. The brand’s Instagram account has more than 24,000 followers. Sanders has even started to drop apparel featuring the Colorado Buffaloes logo. Not many college athletes have their institution’s IP marks outside of group licensing agreements.

Shedeur Sanders’ growing On3 NIL Valuation

The quarterback previously signed with Gatorade, launched his own barbecue sauce, was tabbed as the BRADY brand’s long-term ambassador and promoted Mercedes Benz. He recently inked an endorsement deal with EA Sports and is starring in College Football 25.

Shedeur Sanders finished his first season at Colorado with throwing for 3,230 yards and 27 touchdowns. He also threw just three interceptions despite being sacked 52 times in 2023.

His On3 NIL Valuation is now at $4.8 million, the top-ranked valuation in college football. It’s also No. 2 in the On3 NIL 100, the first of its kind and defacto NIL ranking of the top 100 high school and college athletes ranked by their On3 NIL Valuation.

“Despite what some fans and media believe, there is not an unlimited amount of money being deployed to manage rosters,” said Shannon Terry, the founder and CEO of On3. “Any model – whether it’s today’s broken NCAA ‘student-athlete’ construct or media rights sharing through employment, which is almost a certainty in the near future – demands efficiency based on the athlete and school knowing the athlete’s respective market value.”

The On3 NIL Valuation is calculated by combining Roster Value and personal NIL. Roster value is the value an athlete has by being a member of his or her team at his or her school, which factors into the role of NIL collectives. NIL in an athlete’s name, image and likeness and the value it could bring to regional and national brands outside of the scope of NIL collectives.

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