Deion Sanders with new Jackson State Under Armour gear
Deion Sanders

Coach Prime: Deion Sanders, JSU to star in doc

Deion Sanders’ first season as head coach of Jackson State will be documented in a behind-the-scenes series.

JACKSON, MISSISSIPPI (FEBRUARY 3, 2021) – SMAC Entertainment and Barstool Sports announced their first co-production, “Coach Prime,” a documentary series that will follow Pro Football Hall of Famer and NFL Legend Deion Sanders in his first season as head coach of the Jackson State Tiger football team.

Highlighting often overlooked and underfunded HBCUs (Historically Black Colleges and Universities), the series will focus on Sanders’ mission to level the playing field for Jackson State while showcasing the rich diversity, tradition, and culture only experienced at an HBCU.


“I am so unbelievably excited to share our journey as we aspire to level the playing field and raise awareness for Jackson State University and all HBCUs,” said Sanders.  “I am equally proud to have Barstool Sports join me as the distribution partner to help carry out this vision and dream of mine. I BELIEVE”
Home to alumni like NFL great Walter Payton, Jackson State, like many HBCUs, was once well known for producing NFL caliber talent. However, with limited resources and support, competing with the allure of well-funded programs became a David vs. Goliath story for HBCUs like Jackson State. Having already pulled top prospects away from other major programs, including his sons Shilo and Shedeur Sanders, the series will give viewers an exclusive look into Coach Prime’s quest to transform Jackson State into a contender within the college football landscape and prepare the young men on his team for futures on and off the field. With the unwavering support of The Sonic Boom of the South, the students, and the community, Coach Prime is ready to have the world meet the JSU Tigers.
Coach Prime will debut across the Barstool platform later this spring as the sports media giant’s first venture into premium long-form content. The series is produced by Deion Sanders along with Michael Strahan and Constance Schwartz-Morini of SMAC Entertainment and Erika Nardini and Jen Simons of Barstool Sports. An HBCU alum himself, Mark W. Wright will serve as the series’ showrunner and director.

Coach Prime: Deion Sanders, JSU to star in doc
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