Former Colorado women's basketball reserve Shelomi Sanders was deemed "one of the most marketable athletes in the NIL space." Especially as an HBCU athlete.
Deion Sanders' youngest daughter partnered with Rihanna in one of the most ambitious NIL deals signed in the past few years.
"Shelomi Sanders has reportedly signed a significant NIL deal with global superstar and entrepreneur Rihanna. The agreement makes the daughter of Deion Sanders a brand ambassador for Rihanna’s renowned lingerie brand, Savage X Fenty, marking a major milestone in her growing career as a college athlete and influencer. This partnership further cements Shelomi’s status as one of the most marketable athletes in the NIL space, particularly among HBCU athletes," On SI's Emmanuel Walker.
"In addition to becoming a brand ambassador, Shelomi now owns a stake in Savage X Fenty, which was co-founded by Rihanna in collaboration with prominent investors such as LVMH and Jay-Z's Marcy Venture Partners. Savage X Fenty has been a groundbreaking brand in the fashion industry, achieving incredible success since its inception. According to Bernard Arnault, CEO of LVMH, Fenty Beauty's sales reached nearly $600 million by the end of 2018, with the Savage X Fenty operation valued at $3.2 billion. Rihanna, who owns 50% of the company, has played a pivotal role in making it a global powerhouse."
When Shelomi left Boulder, Coach Prime called her decision "stupid."
"Yeah which was stupid," Sanders said after a DNVR Buffs host started bringing up her transfer. "You get a team. You gotta get a team before you enter the portal. That's what I'd advise a child. I know, 'oh well it's illegal.' Come on man. Everybody knows somebody who knows somebody who knows somebody. You kind of want them to do something, and she has been truly advised."
Perhaps it wasn't such a bad decision for Shelomi after all considering the partnership with Rihanna and her strong endorsement from Alabama A&M head coach Dawn Thornton.