In a bold move to blend sports marketing with personal health awareness, Colorado has unveiled a branded sideline bathroom for head coach Deion Sanders during their opening game against Georgia Tech. The sponsor? Depend undergarments.
This isn’t just a quirky marketing ploy. Coach Sanders, who has been diagnosed with bladder cancer, requires frequent bathroom breaks. To make it easier for him, a portable privacy tent is set up right next to the team’s bench, ensuring he has quick access when needed.
Sanders has been open about his journey. He recently shared on social media, “I truly DEPEND on Depend. There’s no shame in taking care of yourself and using Depend to stay in the game. That’s not weakness — that’s WINNING.” Depend responded positively, expressing pride in supporting him.
Over the summer, Sanders took time off for cancer treatment. Fortunately, his doctor announced that he is now cancer-free. It was also revealed that part of his intestine has been reconstructed to act as a bladder, showcasing the impressive advances in medical technology.
This season marks Sanders’ third year at Colorado, but it will be different without his sons, Shedeur and Shilo, who have moved on. The Buffaloes finished strong last season with a record of 9-4.
This matchup against Georgia Tech is notable, as it’s the first time the teams have faced each other. The link between them goes back to the 1990 season when both shared a national title. To honor Bill McCartney, the coach from that championship year who passed away in January, the team will wear a special patch on their uniforms.
As sports evolve, the blend of marketing and personal stories is becoming more common. The visibility around health issues like Sanders’ helps reduce stigma and raises awareness, encouraging fans to prioritize their own health.
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Deion Sanders, Colorado, College sports, College football, Cancer, CO State Wire, Human rights, Colorado Buffaloes, Sports, Georgia, Bill McCartney, Health, Marketing and advertising
