Shedeur Sanders continues to show business savvy with his latest brand venture announcement

Shedeur Sanders, the Colorado quarterback, has impressively expanded his personal brand, SS2LEGENDARY, throughout his college career. Boasting over 2.5 million followers across his social media platforms, Sanders is a prominent figure with a hefty influence online.

He's slated to be a significant player in the 2025 NFL draft, and he's capitalized on his fame through numerous NIL (Name, Image, and Likeness) deals with major brands like Google and Urban Outfitters.

The youngest of the Sanders clan has also ventured into new territory by teaming up with Overtime to kick off his own podcast named “2 Legendary,” playing off his brand.

The podcast is set to launch with its first episode on Tuesday. With representation by SMAC Entertainment and Constance Schwartz-Morini, Sanders is not just focused on football but also diversifying his presence across various platforms.

The SS2LEGENDARY brand began making waves in December 2021, starting with a catchy red sweatshirt adorned with the “$2” logo. This emblem, a frequent feature on his merchandise, was something Sanders sought to trademark in February for a wide array of goods and services.

He's put great effort into marketing his apparel line, which enjoys a following of over 24,000 on its Instagram account. Sanders has even introduced items featuring the Colorado Buffaloes logo, marking a rare move for a college athlete to use their institution's IP outside typical group licensing deals.

Sanders's partnerships are not limited to merchandise. He has been associated with Gatorade, launched his barbecue sauce brand, became a long-term ambassador for the BRADY brand, and even promoted Mercedes Benz. His recent venture includes an endorsement deal with EA Sports, where he's featured in College Football 25.

In his debut season at Colorado, Sanders showcased his skill by throwing for 3,230 yards and scoring 27 touchdowns, with only three interceptions, despite taking 52 sacks in 2023.

His efforts have earned him a leading position with an On3 NIL Valuation of $4.8 million, the highest in college football and the second overall in the On3 NIL 100. This list is the first of its kind, offering a definitive NIL valuation ranking of the top 100 high school and college athletes.