Sanders became known for sporting a "
do-rag" or
bandana and for high-stepping into the end zone followed by his
touchdown dance celebrations. At the end of his Hall of Fame speech, he put a bandana on his bust. His "Prime Time" nickname was given to him by a friend and high-school teammate,
Florida Gators defensive back
Richard Fain. The two played pickup basketball games together during the
prime time television hour, and Sanders' athletic display during those games earned him the nickname. Sanders, wearing custom-made showy suits and flashy jewelry, capitalized on his image. On December 26, 1994, Sanders released
Prime Time, a rap album on
MC Hammer's Bust It Records that featured the singles "Must Be the Money" and "Prime Time Keeps on Tickin'". The album and singles didn't chart in the
Top 40. Following his first Super Bowl victory with the
San Francisco 49ers, Sanders hosted
Saturday Night Live, broadcast on February 18, 1995. Sanders performed a medley of songs from
Prime Time, including "Must Be the Money" and "Heidi Heidi Hey". As Hammer's friend, Sanders appeared in the "
2 Legit 2 Quit"
music video, and his alter-ego "Prime Time" showed up in Hammer's "
Pumps and a Bump" music video. Hammer, being a big sports fan, launched a new enterprise called
Roll Wit It Entertainment & Sports Management which boasted such clients as
Evander Holyfield, Deion Sanders and
Reggie Brooks. In 1995, Hammer released "
Straight to My Feet" with Sanders, from the
Street Fighter soundtrack (released in December 1994). The song charted No. 57 in the UK. In January 1995, Sanders became the spokesman for the
Sega Sports line of
video games. Sanders has also appeared in television commercials for such companies as
Nike,
Pepsi,
Burger King,
Pizza Hut and
American Express. These included a
Road Runner Pepsi ad, with Sanders as the Road Runner with
Wile E. Coyote targeting him, and a
Pizza Hut commercial in which he appeared with Dallas Cowboys owner
Jerry Jones. He also makes a
cameo as himself in the film
Celtic Pride. After retiring from the NFL in 2001, Sanders worked as a pregame commentator for
CBS'
The NFL Today until
2004, when contract negotiations failed. Sanders turned down a 30% salary increase demanding to be paid $2.5 million, the highest of any NFL TV analyst. He was replaced by
Shannon Sharpe. During Sanders' run, he participated in several sketches. The first was "Primetime and 21st", a mock street corner where Sanders (not yet a regular panelist) would give his opinions. Another one was his "Sanders Claus" persona, one of numerous sketches that involved young kids in football jerseys, representing NFL players, receiving a sarcastic gift from Sanders. Sanders actually debuted as "Sanders Claus" in a set of Nike commercials. , 2008 Sanders frequently made guest appearances on
ESPN, especially on the
ESPN Radio Dallas affiliate, and briefly hosted a show called
The New American Sportsman. He also hosted the
2002 Miss USA pageant. Sanders co-hosted the 2004
GMA Dove Awards broadcast, taped in late April 2004, and slated for air on
UPN in May 2004. When negotiations with fellow
Viacom property
The NFL Today failed two weeks before the broadcast, and he signed a deal with ESPN, UPN promptly canceled the broadcast, and the show aired on the
i Network in December 2004 (both UPN and CBS are owned by
CBS Corporation). Sanders worked at
NFL Network as an analyst on a number of the network's shows. Prior to the Sunday night game, Sanders, alongside host
Rich Eisen and
Steve Mariucci, broke down all the action from the afternoon games on
NFL GameDay. At the conclusion of all the action on Sunday, Sanders, Mariucci, Michael Irvin and host Fran Charles recapped the day's action with highlights, analysis and postgame interviews. For the 2010 season, Sanders joined Eisen, Mariucci and
Marshall Faulk on the road for
Thursday Night Kickoff presented by Lexus, NFL Network's two-hour pregame show leading into
Thursday Night Football. The group broadcast live from the stadium two hours prior to all eight live
Thursday Night Football games and returned for the
Sprint halftime show and
Kay Jewelers postgame show. Sanders also had a segment called "Let's Go Primetime" on
NFL Network. In 2008, Sanders and his wife starred in the reality show
Deion & Pilar: Prime Time Love, centering on them and their five children living in the small town of
Prosper, Texas. That same year, he appeared with his family on
Celebrity Family Feud in the July 22, 2008, episode, competing against
Caitlyn and
Kris Jenner,
Kim,
Kourtney and
Khloé Kardashian. Sanders appeared as himself in the fourth season of
The League, playing a prospective buyer of Andre's apartment. In 2014, Sanders was featured in an episode of
Running Wild with Bear Grylls, where he and Grylls hiked in the desert of southern Utah for two days, rappelling down canyon walls and later climbing up a mesa. Sanders served as an alumni captain for Team Sanders in the
2014 Pro Bowl. He also re-joined
CBS Sports as a studio analyst for Thursday games only. In 2015, he competed against singer
Justin Bieber in an episode of
Spike's
Lip Sync Battle and won with performances of "
Play That Funky Music" by
Wild Cherry and "
Like a Virgin" by
Madonna. Sanders and his girlfriend
Tracey Edmonds were featured together on an episode of
Tiny House Nation that first aired on January 21, 2017. In 2018, Sanders appeared in
disguise on
Undercover Boss; he met with youth coaches and the
less fortunate; it aired on
CBS. Sanders is featured in the docuseries
Coach Prime, which follows his career as a college football head coach. Sanders appeared on ''
Hell's Kitchen'' when he and several Stand Together contributors had their dinner cooked by the Blue Team during charity night.
Leon Sandcastle Leon Sandcastle is a fictional character, depicted as a disguise for Sanders. The Sandcastle character was created for an NFL Network commercial. Sandcastle first appeared in a
Super Bowl commercial in
2013. The commercial depicted Sanders suggesting he could still play at a level higher than the rookies in the
2013 NFL draft and deciding to make a comeback. He dons an
afro, assumes the impromptu alias "Leon Sandcastle" and enters the draft, going through the full
NFL Scouting Combine. For action shots,
Ball State cornerback Andre Dawson served as the
stunt double. The commercial features Sandcastle being drafted
1st overall in the draft by the
Kansas City Chiefs. A voiceover then instructs viewers to watch NFL Network for offseason and draft coverage at the end noting in a
deadpan voice that "the next rookie sensation probably won't be Leon Sandcastle." Despite not being an actual prospect for the 2013 NFL draft, several
combine videos have been created. The most prominent of these videos is Sandcastle's "4.2 40 yard dash". The NFL also created a "Combine Profile" for Sandcastle, as they do with actual prospects. In
Rich Eisen's 2013 annual 'Run Rich Run' event, Sandcastle appeared giving tips to Eisen. Sandcastle's combine profile reveals that Sandcastle attended Primetime University. The commercial had a positive social media response as "Leon Sandcastle" was trending on
Twitter worldwide, shortly after the commercial's airing. Sandcastle was also put into
Madden NFL 13 as a card in the 'Ultimate Team' game mode. For
April Fools' Day, 2013, NFL.com reported that Sandcastle would be the Chiefs' first overall selection. The character developed marketing value and continued to appear in headlines, such as a fake endorsement deal with
Under Armour and continued to make other appearance at NFL events. Sandcastle also had football
trading cards produced and inserted into products by
Topps and
Panini America. ==Other business and entertainment ventures==