Does Deion Sanders actually want to transform college football?


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As Colorado prepared to kick off to Colorado State to start what became a thrilling double-overtime college football game watched by an ESPN late-night record 9.3 million viewers last weekend, there was a ping-pong game in the Colorado locker room, ostensibly overseen by its head coach, Deion Sanders. It featured legendary rapper Master P, founder of No Limit Records, against Offset, a member of the award-winning hip-hop group Migos.

Then Sanders had rapper Lil Wayne, whose gun conviction was pardoned by President Donald Trump, lead the Buffaloes onto Folsom Field in Boulder with a performance of Wayne’s classic “Ride for My N—-s (Sky is the Limit).” Boulder is home to a little more than 100,000 residents, 89 percent of whom are White, 1 percent of whom are Black.

Lil Wayne, Offset and Master P were later joined in cheering Sanders’s Buffaloes by Memphis rapper Key Glock, who owes his nom d’ rap to what the Violence Policy Center reported is a favorite handgun of mass shooters.

The scene in Boulder prompted Greg Carr — a Howard University professor of Afro-American studies and of law and one of the architects of the AP African American history course that reactionary Florida Gov. Ron DeSantis attacked as political, to denounce the public theater of Colorado football on social media as “PlantationCollegeAthletics” and “MinstrelsyOnSteroids.”

At least Sanders is cashing in on the Black culture he imported to Colorado, along with his indubitable inspirational talent and a coaching acumen that has the Buffaloes 3-0, ranked in the top 20 and the talk of all sports. The real revolution, though — the one that could change college football — hasn’t yet begun.

Sanders signed a contract for which he’ll pocket around $5.5 million per year. His commercial appeal is such that it was hard to remember a break in the game when he didn’t appear hawking some product. He’s selling mirrored sunglasses he sports on the sidelines and handed out to media members far too eager to suspend skepticism to be a party to the ride. And some of his players are profiting, too, particularly his star quarterback son, Shedeur, who is said to have the top name, image and likeness value in college football, valued by one estimate at $5.1 million.

What Sanders is doing with Black culture on the sports stage isn’t new, of course. But as Carr alluded, Sanders — under the guidance of a PR woman trained in the NFL’s marketing offices, Constance Schwartz-Morini, who has worked with everyone from Michael Strahan and Erin Andrews to Snoop Dogg and Wiz Khalifa — is daring a dangerous walk as a Black coach, between his use of Black culture and freedom to be who he might be.

As the British cultural critic Ellis Cashmore observed in his 1997 book “The Black Culture Industry”: “Inflating the significance of black culture may work against tangible enhancements to the lives of African Americans. The most significant…



Read More: Does Deion Sanders actually want to transform college football? 2023-09-21 10:33:42

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