In fact, Tracie oversees the Sanders brand, at the center of which is the two-time Super Bowl winner who was known as “Prime Time” in his playing days and who has since seamlessly made the transition to “Coach Prime” at the college level, first at Jackson State in Mississippi and, starting next season, University of Colorado.

And most of his family, including his mother and four of his kids, have joined him in Boulder.

Deion Jr., 29, who played college football for SMU, manages his dad’s social media. Shilo, 22, and Shedeur, 20, played safety and quarterback, respectively, under their father at Jackson State and entered the transfer portal so they could take the field for the Buffaloes. And basketball player daughter Shelomi, 19, also transferred with her eye on joining the women’s team at Colorado.

So, it wasn’t that difficult to get everybody together for a commercial shoot. (Deion Jr. and his sister Deiondra, 30—who days ago announced she was headed to Paris to co-anchor an entertainment show on France’s Be Black TV—weren’t in the ad, but Sanders said he hopes they’ll be in the next one.)

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