Deion Sanders defends reporter who was fired after visiting Boulder

Coach Prime hopes network decision makers will make a key hire

Kirby Lee-Imagn Images

After Colorado's 34-23 victory over Cincinnati, Deion Sanders took to social media to defend national analyst Phillip Dukes, who was reportedly let go by On3 after his recent visit to Boulder. Sanders voiced his support for Dukes, highlighting his talents and work ethic.

"What’s really going on?" Sanders wrote, adding, “My man, Phillip Dukes, is a free agent I just heard. This young brother is truly talented, smart, relational & will work his butt off. Networks & media outlets please check him out. On3 sports what’s really going on? God bless u my brother.”

What’s really going on? My man @DukestheScoop is a free agent I just heard. This young brother is truly talented, smart, relational & will work his butt off. Networks & media outlets please check him out. @On3sports what’s really going on ? God bless u my brother. #CoachPrime

— COACH PRIME (@DeionSanders) October 31, 2024

Sanders’ public endorsement of Dukes ignited a response from On3’s Founder and CEO, Shannon Terry, who addressed Sanders’ comment directly. Terry replied, "Coach @DeionSanders, with all due respect, as my mother and father told me growing up, ‘mind your own plate.’" He emphasized that he and Dukes had a positive discussion regarding what was best for both Dukes’ career and On3, asserting they “are good and have a plan.” However, Sanders’ son, Deion Sanders Jr., didn’t appreciate Terry's response and responded by telling him to “watch your tone.”

Coach @DeionSanders, with all due respect, as my mother and father told me growing up, "mind your own plate." Dukes and I had a great conversation this morning about what was best for On3 and his career. We are good and have a plan. https://t.co/lyr8p7e9u3

— Shannon Terry (@ShannonTerry) October 31, 2024

The situation has sparked further attention, particularly given Dukes’ admiration for Colorado’s football culture. During his visit, Dukes noted the atmosphere at Folsom Field, comparing it favorably to some of the SEC's renowned venues—a significant remark from an analyst familiar with the nation's most passionate football communities.

Deion Sanders surprises players with celebrity care package during bye week

Tonight 5 star Flex

I recap my visit to Boulder to check out @DeionSanders and the Colorado Buffaloes.

“Colorado is the most culturally influenced Power 4 environment in the country.”

Check out the whole video here https://t.co/qMfWUXxLCC pic.twitter.com/T7AAmgXvXt

— Phillip Dukes (@DukestheScoop) October 30, 2024

The incident elevates Coach Prime's commitment to advocating for those he believes in and his reach within the media landscape. With his endorsement, Sanders highlighted Dukes’ skill set, emphasizing his potential value to other media outlets and networks.

Though his future remains uncertain, Dukes' endorsement from Sanders and his high praise for Colorado’s program make him a notable figure. The interaction also illustrates the complex dynamics between media personalities, athletes, and organizations, particularly as prominent figures like Coach Prime use their platforms to advocate for others and influence industry decisions.