A Look at the Trademarks Owned by Deion Sanders

By Josh Gerben, Esq.

Published: July 30, 2024
Modified: February 18, 2026 Published: July 30, 2024 | Modified: February 18, 2026

Deion Sanders is currently Jackson State University’s head football. He is a former NFL and MLB player who is also an entrepreneur, entertainer, activist, and philanthropist. He is the only person to ever play in both the World Series and the Super Bowl.

Deion Luwynn Sanders Sr. was born in 1967 in Fort Myers, Florida. He lettered and was All-State in football, baseball, and basketball at North Fort Myers High School in Fort Myers, Florida. In baseball, he was drafted out of high school by the Kansas City Royals, but he did not sign with them. He chose to attend Florida State University where he played football and baseball, as well as running track.

He played baseball for head coach Mike Martin. He was predominantly known for base stealing and stole a record 27 bases his sophomore season. Sanders played football under head coach Bobby Bowden where he broke Fred Biletnikoff’s interception return record and won the Jim Thorpe award. He famously ran for the Seminoles track team at the conference track championships during the conference baseball championship game which he was also playing in. Both teams won with Sanders performing at each event.

Sanders was drafted for a second time in the Major League Baseball Draft, this time to the New York Yankees. He spent one summer with the Columbus Clippers before making his MLB debut for the Yankees in May of 1989. During that season, he would hit a home run and score a touchdown in the NFL, a feat not likely to ever be accomplished again. Sanders leveraged his career with the Yankees in a contract dispute he was having with the Atlanta Falcons who had drafted him in 1989 after a spectacular showing at the NFL Combine. His dispute with the Falcons was settled and he played for them for five seasons recording 24 interceptions during his time with the team.

The Yankees were not pleased with Sanders splitting time between the leagues and placed him on the waiver. He had hit three home runs in 57 games. He signed with the Atlanta Braves where he played for three years which included an appearance in the 1992 World Series where he had four runs, eight hits, two doubles, and one RBI. 

 After his time with the Braves, he would go on to play for the Cincinnati Reds, San Francisco Giants, and Toronto Blue Jays, playing a total of nine seasons in the MLB.

After his early years with the Atlanta Falcons, Sanders signed with the San Francisco 49ers where he helped the team to win Super Bowl XXIX. He then played for five years with the Dallas Cowboys where he helped the team to win Super Bowl XXX. Sanders also played for the Washington Redskins and the Baltimore Ravens. He was invited to the Pro Bowl and named an All-Pro eight times.

After his playing career ended, Sanders had a diverse career in the media and has also made television and commercial appearances, including a long-running series of commercials alongside famed coach Nick Saban for AFLAC. He has mentored many athletes including Devin Hester, Noel Divine, and Michael Crabtree. He is also the owner of the Austin Wranglers Arena Football League Team.

Sanders first coached football at Prime Prep-Academy, which he helped to establish, before moving into coaching at a high school level. He coached at FOCUS Academies, where he was also CEO, and then became the offensive coordinator at Trinity Christian-Cedar Hill High School. Sanders’s sons Shedeur and Shilo both played football at Cedar Hill.

Sanders was hired as the head coach at Jackson State University in September 2020. Sanders has been a passionate advocate for historically black colleges and universities and his hiring at Jackson State was an extension of this. It also gave him the opportunity to coach his sons at the collegiate level. Shilo played cornerback and Shedeur is the Jackson State Tigers quarterback.

In his first season as a coach at Jackson State, Sanders had to contend with an abbreviated season due to the COVID-19 pandemic. The team only was able to play in seven games that season. They won four of the games, one of them by forfeit. The following season, Sanders’ first full season, he led the team to an 11-win, two-loss record, and a Southwestern Athletic Conference (SWAC) title. The eleven-win season was a school record. He made headlines by landing the nation’s number-one recruit before the 2022 football season.

As a philanthropist, Sanders partnered with Stand Together to spend $21 million to fight poverty (21 was chosen as a tribute to his jersey number).  He has partnered with Gillette to raise money for Jackson State University, and he donates half of his salary back to the school as well.

Sanders and his mother Constance Knight established Prime Time Enterprises, Inc in 1990 to oversee Sanders’s business pursuits. In 2022, Prime Time Enterprises, Inc obtained a federal trademark registration for “PRIME PICKS” for entertainment services.

In 2022, the company filed a trademark application for “COACH PRIME” for various clothing items such as footwear, hats, and t-shirts, for football equipment such as chest pads, football gloves, and footballs, and for coaching in the field of sports and entertainment services.

Last updated on February 18, 2026. This list includes all pending trademark applications and active federal trademark registrations that are owned by Deion Sanders.

Please note: Gerben IP does not represent Deion Sanders. This page is provided for informational purposes and reflects information available in public USPTO records.

wdt_ID	wdt_created_by	wdt_created_at	wdt_last_edited_by	wdt_last_edited_at	Trademark	Serial Number	Registration Number
1					COACH PRIME	90981465	7910586
2						99401924	pending
3					IT'S PERSONAL	98191821	pending
6					COACH PRIME	98210647	pending
9					COUNTRY PRIME	98892016	pending
11					COACH PRIME	98298470	pending
20					P21METIME PRODUCTIONS	98761613	pending
22					PRIMETIME PUNCH	98334022	pending
24					PRIME TIME BY DEION SANDERS	98210566	pending
29					COACH PRIME	98191813	pending
30					IT'S PERSONAL	98185320	pending
31					PRIME EFFECT	98185306	7562775
32					COACH PRIME	98185299	7475033
33					COACH PRIME EFFECT	98185277	pending
34					WE COMING	98139300	7868771
35					PRIME21	98139172	pending
36						98137652	7574131
37					I AIN'T HARD 2 FIND	98052061	pending
38					WE COMING	98038409	7734962
39					WE COMING	98038301	7734961
40						97781470	pending
41						97781459	pending
42					PRIME21	97781391	pending
43					PRIME21	97781377	pending
44					COACH PRIME	90254423	pending
45					PRIME PICKS	90214936	6809681

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Josh Gerben, Esq.

Josh Gerben, Esq. is a nationally recognized trademark attorney and the founder of Gerben IP. Since launching the firm in 2008, he has overseen the registration of over 10,000 trademarks and handled over 1,500 trademark disputes. Josh's practice focuses on building and defending global trademark portfolios for clients. These clients include entrepreneurs, private equity-backed businesses, athletes, celebrities, and public companies. Frequently quoted by major media outlets like CNBC, CNN, The New York Times, and The Wall Street Journal, Josh is widely regarded as a leading authority in trademark law.