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W410: Coach Prime’s Key Lessons for Associations


Deion “Prime Time” Sanders was a force to be reckoned with as a two-sport professional athlete in the ‘90s. Today Sanders is a college football coach who still acts with flair and bravado. Love him or hate him, Coach Prime refuses to be ignored. Sanders coached for three years at Jackson State University, an HBCU (Historically Black College or University) in Jackson, Mississippi before being named the head coach at the University of Colorado in December 2022. Now Coach Prime is not only reviving a lackluster program, but he’s impacting the university as a whole and changing college football itself. “What does this have to do with associations?” you may ask. The simple answer is everything. Join us for this high-energy session to find out what associations need to learn from the example of Coach Deion Sanders.



  • – Learn the secrets of Coach Prime’s appeal to youth and how to employ similar tactics
  • – Discover Deion Sanders’ principles for imparting a vision and getting buy-in from stakeholders
  • – Prime Time maximizes the spotlight and creates buzz; association executives can do this too
  • – Storytelling should be elevated and central to supporting an organization’s mission

INSTRUCTORS: Jay S. Daughtry, M.Ed., Chief Communications Officer/Owner, CQbd