Colorado’s Deion Sanders partners with unexpected brand following cancer recovery
Even after revealing he just beat bladder cancer, Deion Sanders is still proving himself as one of the most marketable figures in college football.
The Colorado head coach announced on Monday that he underwent surgery earlier this year to remove his bladder following a cancer diagnosis. Now cancer-free, Sanders made it clear he never considered stepping away from the game.
“It was never in my spirit, in my heart, I would never coach again,” he said.
MORE: NFL Hall of Famer played surprising role in Colorado’s Deion Sanders’ cancer recovery
As he continues his recovery, he also slyly revealed a new endorsement deal that speaks directly to his condition.
Sanders has partnered with Depend, the adult incontinence brand, and says he hopes to help reduce the stigma surrounding bladder issues by speaking openly about his experience.
Sanders, of course, seemingly announced the deal in the most Coach Prime way possible, smiling and joking about it.
“I depend on Depend, if you know what I mean,” Sanders said during the press conference. “I truly depend on Depend. I cannot control my bladder.”
The brand’s parent company, Kimberly-Clark, confirmed the partnership and applauded Sanders for using his platform to raise awareness.
“Depend is proud to help millions of people live more confidently every day with comfort and protection they can trust – this includes Coach,” the company said in a statement, per USA Today’s Brent Schrotenboer. “Wearing Depend isn’t a sign of weakness, it’s a badge of resilience. It takes real courage to face health challenges head-on. We champion and celebrate Coach’s strength to share his experience with the world which makes us proud to partner with, and support, him on this journey. Together, we know his voice will empower others to stand tall and help break the stigma that can come with wearing products like Depend.”
The deal is just the latest example of Sanders turning personal challenges into powerful messaging—and proving that his brand remains strong even in the face of serious health issues.
Despite a viral video earlier this week that showed him discussing his will, Sanders assured reporters that his recovery is going well and that he’s fully committed to coaching the Buffaloes this season.
