“Bought @deionsanders a Kuerig for Father’s Day since he drinks nothing but coffee, water and sweet tea all day,” Deion Sanders Jr. wrote on X back in 2015. It is clear that Coach Prime loves a nice, rich coffee, but you would be surprised to know that there was a time he made fun of his mother, Connie Knight, for drinking coffee every morning. What’s even more interesting is the fact that Deion Sanders now owns a stake in BLK & Bold, which is a Black-owned coffee company known for donating part of its gross profits to initiatives that support underserved youth.

In a new interview with BLK & Bold, Prime Time shared a sweet story involving his mom and her cup of coffee. “My mother was always a coffee drinker coming up. And you gotta understand, as I excelled in sports, my mother lived with me for quite some time. … But she always starts the day off with a cup of coffee. And younger, I couldn’t stand coffee.”

“But it’s so funny. I messed around and tried it as an adult. I probably was in my 30s and I drank it straight black. … No creamer. And I loved it. And she couldn’t believe it. She used to always mess with me like, ‘You talked about me with coffee every day. Now you on coffee every day.'”

Deion Sanders now needs his coffee to kick-start the day and Deion Sanders Jr’s X post is proof! Further, we are sure that Connie Knight would have been way more surprised to know that her once-coffee-hating son would eventually own a stake at BLK & Bold. But there’s more to it!

For Prime Time, investing in BLK & Bold was so much more than a business move. It was a way of making a lasting impact and uplifting the community. The company had humble beginnings in a garage in 2018 and now, with Sanders bringing a lot of attention to the brand, their products are available in over 11,000 stores across the country.

There is a possibility that the several Deion Sanders reels released by the company are a part of the PR strategy. They have released at least five such videos on BLK & Bold’s Instagram account where the coach was seen talking about himself, his vision, and how they contribute to BLK & Bold. After all, as a co-owner, he is directly involved in amplifying the brand’s commitment to reshaping the industry and is a part of their marketing, creative and business development.

“I’ve always believed in the power of giving back and uplifting others, and with Blk & Bold, we have the perfect platform to do just that,” he opined. However, he also believes in supporting local, small businesses.

When Deion Sanders and his son gave the CU Village Coffee Shop a chance!

For five decades, the Village Coffee Shop has been the go-to place for CU students. “We bleed black and gold over here. My children learned the CU fight song before they knew their ABCs,” shared Shanna Henkel in July 2023. She co-owns the place with her husband Ryan, so imagine how she would have felt when Sanders and his son Deion Jr. walked in one morning for a quick meal.

“I pulled out the (new) menu, I opened it up and said, ‘Here you go — PRIME grits,'” Henkel shared. What’s PRIME Grits?

Well, back when Deion Sanders first visited the join, during his initial days in CU, the Village Coffee Shop didn’t have any grits. Hence, Prime Time gave them an A-minus. Henkel was quick to act and soon re-printed their menus to include PRIME grits to honor one of the most well-known football coaches the place has seen.

So the second time Deion Sanders visited the cozy place, they were ready with an updated menu. The HC and his son were so happy with Coach Prime’s mention on the menu that they put it on Instagram and curious customers started flooding the place to taste the dish named after Sanders: A warm bowl of ground corn with a little salt, butter and cheese.

“Most of those people coming in and ordering grits know that we have them because of Coach Prime,” Henkel said. “And that’s what we want.” Clearly, Deion Sanders’s impact on Boulder is deeper than we think.