Open Access
American Research Journal of Business and Management
ISSN (Online): 2379-1047
DOI: 10.46568/arjbm
From Athlete to Influencer: Analyzing the Rise of Deion Sanders and the Power of Well Off Media
MBA, Oklahoma Baptist University, Graduate College, United States
Dr. Daryl D. Green, Dr. Xanshunta L. Polk, et al., “From Athlete to Influencer: Analyzing the Rise of Deion
Sanders and the Power of Well Off Media”, American Research Journal of Business and Management, Vol 9, no. 1, 2023,
pp. 106-115.
Abstract
How does an individual describe Coach Deion Sander’s unconventional marketing approach’s success in the traditional
collegiate football world? Coach Sanders’ strategy appears disruptive to the status quo. This research provides a
comprehensive analysis of the impact of Well Off Media, founded by Deion Sanders Jr., and its disruptive force in the
realm of social influencers. Through various management tools, this business case study examines the strategic actions
of Deion Sanders Jr. and his father, Deion Sanders, as they cultivate their brand and social influence. While there is a
need for more academic information related to Coach Sanders, this research offers valuable insights into the path to
success for future sports media influencers. This study is significant to scholars and practitioners, as it fills the gap in
academic knowledge concerning Coach Deion Sanders as a social influencer and disruptive marketer, particularly within
the context of collegiate coaching in football.
