Research Sheds Light on Sanders’ Marketing Triumphs

A recent research study titled "From Athlete to Influencer: Analyzing the Rise of Deion Sanders and the Power of Well Off Media" studies the marketing strategies employed by Coach Deion Sanders during his inaugural season at the University of Colorado.

Lead researcher Dr. Daryl D. Green, a business professor at Oklahoma Baptist University, said the study’s release coincides with that of the Amazon Prime documentary series chronicling Coach Prime's journey.

“The research sheds light on the unconventional marketing tactics that propelled Sanders and his Bluff football team into the media spotlight, despite a season-ending with a 4-8 record,” Green said.

The study was conducted by scholars such as Dr. Daryl D. Green, Dr. Xanshunta L. Polk, Associate Professor of Business, Management and Marketing, and Dr. George Taylor III and graduate students Carly Hanson and Zach Frazier.

The study explores the influence that Coach Sanders and Well Off Media, founded by Deion Sanders Jr., have become in the realm of social influencers.

Green, said the academic rigor of the study benefited from the unique perspectives of MBA students Hanson and Frazier.

Hanson, currently the marketing program manager for executive education at the University of St. Thomas, and Frazier, serving as the assistant athletics director for revenue generation in the OBU Athletics Department, showcased the rare accomplishment of graduate students producing profound and insightful work, according to Green.

“Frazier noted the challenges of researching a current event, emphasizing the importance of marketing in shaping narratives, while Hanson highlighted the critical task of establishing a personal brand, drawing inspiration from Deion Sanders' mastery in this aspect,” Green said.

The study centers on the examination of Coach Sanders' success in collegiate football and the strategic actions taken by both Deion Sanders Sr. and Jr. The study explores the complexities of brand cultivation and social influence, urging a combination of traditional marketing principles with innovative strategies to boost social media followership and brand recognition.

The research delves into the impact of Well Off Media, founded by Deion Sanders Jr., adding a generational dimension to the study and providing insights into how the Sanders family has navigated the intersection of sports, media, and entrepreneurship.

“Examining Coach Deion ‘Prime Time’ Sanders and Well Off Media shows that brands, social influencers, and athletes should combine traditional marketing principles with innovative, disruptive marketing to boost social media followership and brand recognition,” Polk said.

Beyond its academic significance, the study is portrayed as a beacon for scholars and practitioners alike.

“There is value in this research, for it provides a blueprint of actions that academics and athletes can take to have their voices heard and be viewed as credible. Our landscape is changing where the influence of academics and athletes is not confined to the walls of an institution or a single sports team,” Taylor said. 

Green said he believes that this collaborative research stands is a testament to the capability of graduate students to produce high-quality, insightful work under the guidance of experienced scholars.

“It not only contributes to understanding Coach Deion Sanders' journey but also provides a roadmap for future sports media influencers navigating the ever-evolving intersection of sports, media, and entrepreneurship,” he said.

The full research can be accessed online.

For more information, please contact, Dr. David Houghton, Chair of the Paul Dickinson School of Business, Oklahoma Baptist University, (405) 585-4400, david.houghton@okbu.edu.