Beats by Dre

Beats by Dre headphones has made its first foray into the collegiate space by signing Jackson State quarterback Shedeur Sanders to an NIL deal. Sanders is not only the first college football player to sign with Beats, but also the youngest promoter on the Beats roster. 

The freshman Sanders, son of Jackson State head coach Deion Sanders, was a blue-chip recruit who held offers from a number of the top FBS schools in America before joining his father in the Class of 2021. In a release, Beats noted that it planned to use Sanders' endorsement to feature HBCU culture. 

"I remember getting my first pair of Beats, so this feels full circle," said Sanders in a statement. "I'm excited to be part of a brand that inspires and represents the culture in a positive way; and that's exactly what I want to do with my career. It's an honor to be the first college athlete on their roster, and I couldn't have imagined a better partnership."

Beats by Dre ranks among the most visible endorsers in the sports realm. Other notable athletes to endorse Beats include NBA All-Star LeBron James, Cleveland Browns receiver Odell Beckham Jr., tennis legend Serena Williams and NASCAR driver Bubba Wallace. 

Sanders was represented by SMAC Entertainment and WME Sports in negotiations. 

The freshman's brother, defensive back Shilo Sanders, also transferred to Jackson State in time for the 2021 season after playing two seasons at South Carolina. 

"They remind me that I'm still dad," Deion Sanders told CBS Sports HQ recently. "Although I try to negate that because there's no daddy ball here, there's no favoritism here, but they let me know that I'm still dad."