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Deion Sanders' success at Colorado has turned heads across college football-and earned him a lucrative contract extension worth up to $54 million through 2029.
But while most fans focused on Coach Prime's achievements on the field, it was a playful jab from his eldest son, Deion Sanders Jr., that sparked unexpected controversy online.
Following the announcement of the extension, which will see the Colorado head coach earn $10 million in 2025 and peak at $12 million in 2029, Deion Jr. shared a joking post on X (formerly Twitter): "I know my dawg gone show me some love.. he wouldn't just keep this all for himself."
The lighthearted message quickly went viral-but not for the reasons he might have expected.
Critics flooded the comments, accusing him of riding his father's coattails and calling him a "nepo baby." Some even dragged his younger brother, Shedeur Sanders, into the conversation, claiming Deion Jr. was waiting for NFL money from him, too.
Social media turns critical-but Deion Jr. doesn't back down
Unwilling to let the backlash slide, Deion Jr. responded with a brief but pointed video clip: "Bro, you still broke. Don't change much. You still broke, I am still rich." The message echoed his father's no-nonsense style and made it clear he wasn't going to entertain the criticism for long.
Despite being less visible than his football-playing siblings, Deion Jr. has carved out a niche of his own. Through Well Off Media, the social media brand he created, he's been instrumental in growing the online presence of Colorado's football program.
His behind-the-scenes vlogs and creative content have helped make the Buffs one of the most talked-about teams in college football, even beyond their on-field performance.
Coach Prime has acknowledged his son's contributions, praising how Deion Jr. has made the team feel like a family while expanding their brand. The players have echoed similar sentiments, crediting Bucky with building a sense of unity and elevating the team's media exposure.
Beyond his media work, Deion Jr. has also expressed a desire to forge his own identity.
"I used to never like telling people my name. I hated that s**t," he said in a past interview. "I would just say DJ or just junior... hated telling people because it's like you just want to get that s-t on your own."
Although the internet may be quick to judge, Deion Jr. has proven he's not just living in his father's shadow. He's building his own career, shaping Colorado's media narrative, and standing tall-critics or not.