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Las Vegas Raiders fan Ralph Sotelo went viral during the team’s championship Monday Night Football fight as television cameras panned in his direction while he held a sign that read “Tanks for Shedeur.” That clear message spread across social media as one of the few memorable moments during the Raiders’ 10th straight loss.
Many in Raider Nation agree with Sotelo and hope the franchise selects University of Colorado quarterback Shedeur Sanders, one of the top QBs in April’s draft along with Miami’s Cam Ward. The Raiders, who moved from Oakland to Sin City four years ago, have made just one playoff appearance in that time and are looking for a long-term franchise quarterback. (New Raiders limited partner Tom Brady doesn’t count.)
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“The Raiders lacked the drive you would expect from a team in Las Vegas,” Michael Green, a Las Vegas native and history professor at UNLV, said in an interview. “[Shedeur] Sanders behaves the way you would imagine a Las Vegas sports star would.”
Sanders recently called Allegiant Stadium “legendary” on Instagram and chatted with owner Mark Davis at a Las Vegas Aces game in October, sparking speculation about his desire to play in the emerging sports mecca. The New York Giants (2-12) could also be in a position to draft Sanders.
The youngest son of NFL Hall of Famer and Colorado Buffaloes head coach Deion Sanders has panache not unlike his outspoken father, who was known for his attention-grabbing, stylish outfits and shiny diamond jewels. The Johnny Unitas Golden Arm Award winner has signed more than a dozen NIL contracts with major companies such as Nike, Beats By Dre and Gatorade. Earlier this year, he walked the runway at Louie Vuitton’s fall-winter show in Paris. He represents a generation of newcomers entering the league as cultural influencers with more brand experience than most veterans.
This commitment comes with costs and benefits. “What this kid has had to endure, especially over the last two years, is like nothing I’ve ever seen,” Constance Schwartz-Morini, co-founder of SMAC Entertainment and longtime manager of Deion Sanders, said in a video interview. “The New York media will be a piece of cake. Not just Shedeur, but the entire team was under scrutiny. A lot of it is so unwarranted and the fact that he has drowned out the noise is remarkable.”
Sanders already has 2 million followers on Instagram, which would put him among the top 20 active NFL players if he were drafted tomorrow. That’s more than Griddy dancer Justin Jefferson of the Minnesota Vikings and Eagles quarterback Jalen Hurts, both of whom are stars of Super Bowl contenders. Sanders has more TikTok followers than some team accounts, including the Jacksonville Jaguars and Houston Texans.
“They have hybrid skills that no other generation has seen before,” Sebastian Arriagada, co-founder of athlete social media agency CCG Social, said of stars in Sanders’ cohort. “There is [some thinking] That it is a distraction from the competition on the field, but the reality is that they can actually juggle both while building a brand in a way that the industry has not yet achieved.”
In the NFL, starting quarterbacks are expected to limit distractions because they must spend countless hours in the film room to be successful. Cardinals quarterback Kyler Murray was criticized for being an enthusiastic player. It will be interesting to see how Sanders will develop his personality off the field while also managing the on-field demands of being an NFL quarterback.
“I’m not worried about him turning things around,” said Schwartz-Morini, who mentioned that Sanders’ social media posts were being implemented with the Buffs’ program in mind. “If anything, I’m excited because with [Colorado] There are a small number of sponsors and the Big 12 has some sponsors. But when you get into the NFL, how many sponsors do they have? For me it’s like, “Hey, let’s go fishing.”
SMAC Entertainment represents the Sanders family, along with Heisman winner and two-time Colorado star Travis Hunter, in off-field endeavors. The agency also has strong relationships with several potential draft destinations for Sanders. The agency was co-founded by Giants legend Michael Strahan and has Raiders head coach Antonio Pierce as a client. Pierce was encouraged to recruit his sons Shilo and Shedeur by Deion Sanders at an event earlier this year in a recently resurfaced video. Shilo, Shedeur’s older brother, is a senior safety at CU and a possible late-round pick.
Deion has made it clear that Shedeur needs to be selected by a franchise that develops quarterbacks and doesn’t try to use him early without proper preparation. The talk of Sanders influencing the opening draft selection is reminiscent of when Eli Manning, the son of famed NFL QB Archie Manning, landed with the Giants. Eli Manning refused to go to San Diego and the team traded him on draft day after selecting him with the top overall pick in 2004. Archie Manning has denied having anything to do with Eli’s threat to sit out the season if the Chargers drafted him, but the Sanders’ father-son dynamic could have an impact on this draft.
The same goes for the new NIL era, where players like Shedeur can make millions before signing with an NFL team. “He’s been paid well over the last few years,” former NFL wide receiver and current ESPN analyst Andrew Hawkins continued Sporticos Business beyond the game. “We also know who his father is. They don’t skip meals. So when his dad says, ‘I don’t want him to play for this team,’ you know he has the ability to ride it out, right?”
Sanders has aligned himself with players who don’t mind challenging the status quo. Last year, Chicago Bears quarterback Caleb Williams became the first No. 1 draft pick not to be officially represented by a certified agent. Arizona Cardinals wide receiver Marvin Harrison Jr., taken three picks later, is in a legal battle with sportswear giant Fanatics, one of the NFLPA’s more than 80 licensees. Harrison fans still can’t buy his jersey as he has ordered the union to block sales until the legal dispute is resolved.
Like Harrison, Sanders also has the advice of a Pro Football Hall of Fame father. It’s unclear whether Sanders has any plans to deviate from the union’s licensing agreements or get paid through a limited liability company (which Williams reportedly tried and failed), but these new recruits are forcing the union to meet needs , which previous players have not fulfilled.
“As these players come into the league with more experience than their own advocates and cultural influencers, it is reasonable to assume that we will continue to develop and support them,” Matt Curtin, president of NFL Players Inc., said in an interview. “But all of this will happen in real time.”
Sanders is expected to be one of the favorites of next year’s rookie premiere, where select first-time players get to know the league’s business and marketing partners. The NFLPA event in Los Angeles is a chance for newcomers to grow their NIL careers, gain exposure and participate in upcoming marketing campaigns with brand partners.
“He’s going to come into the league and be someone that all the major franchises – whether it’s the league, us or both – want to have a relationship with,” Curtin said.
The quarterback already sells his own merchandise through his clothing brand SS2Legendary. He will be able to bring in new brand partners, with the majority of his endorsements in his current portfolio phasing out when he turns pro – a typical arrangement these days.
Still, Schwartz-Morini says a solid start to his professional career is Sanders’ biggest priority. “The team will come first,” she said. “He needs to focus on the transition from senior star to rookie… What we would never do is start with 10 brands.” He needs to focus on making a name for himself in the first game. I’m not saying we won’t do deals, but football comes first and the brand comes second.”
It remains to be seen which team that will be, but supporters of two franchises that certainly have a good chance are expressing interest. A recent courtside stop at Madison Square Garden was met with strong support from Giants fans. And Las Vegas is hungry for an elite QB.
“The Raiders don’t have a player yet that the community can relate to and consider him one of their own,” said Green, the UNLV professor. “Derek Carr was close. …We all like to be entertained. And the more entertaining the Raiders can be, the better they will do against Las Vegans.”
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