Deion Sanders appears in new ‘Primetime’ TV ad in support of Protect College Sports Act

During Week 1 of college football, a commercial starring Nick Saban aired in support of the Protect College Sports Act. Another ad is also set to debut, this time centered around Colorado head coach Deion Sanders. The new ad leans into Sanders’ nickname, “Prime Time,” and is the latest push for support of the bipartisan legislation. It’s also part of a campaign worth roughly $5 million or $6 million in ad buy primarily funded by Texas Tech booster Cody Campbell, according to Politico. $19.99 gets you a FULL year of On3 | Rivals national coverage The commercial’s debut comes less than a week before lawmakers are due back in Washington, D.C. after the recess, where the expectation is a full vote will take place in the U.S. Senate. Sens. Ted Cruz (R-Texas) and Eric Schmitt (R-Mo.) previously announced a vote is “guaranteed” after the break. When @DeionSanders speaks about College Sports (or any sports) people should listen! He was not only a legendary athlete, but also deeply cares about current and former athletes, and understands that the value of sports goes far beyond what happens on the field our court! pic.twitter.com/eTK90DzrZw— Cody Campbell (@CodyC64) September 8, 2026 “The biggest crowds. The brightest lights. Now that’s Prime Time,” Sanders said in the ad. “And as a coach and father, I am helping the next generation find their spotlight. That’s why I support the Protect College Sports Act. It gives student-athletes a chance to shine on and off the field; strengthens Historically Black Colleges and Universities; and keeps both men and women’s sports strong. Help student-athletes get their Prime Time moment, baby.” The push for support of the Protect College Sports Act comes after the FBS Athletics Directors Association and American Football Coaches Association (AFCA) called for its passage. Senators broke for recess in the early morning hours Aug. 8 and are due back Sept. 14. If a floor vote takes place for the bill, though, the U.S. House of Representatives voted last week to cut two weeks from its September session. That means they will break Sept. 17 and won’t return to Washington until mid-November. It presents another hurdle for the Protect College Sports Act if it advances out of the Senate. Still, Cruz remains optimistic about its chances of passage. In a social media post over the weekend, he doubled down on his goal for President Donald Trump to sign the bill into law on ESPN College GameDay this year. SUBSCRIBE to the On3 NIL and Sports Business Newsletter “Pat McAfee nailed it: College sports are in ‘absolute chaos,’ there are no rules anyone can reliably follow, and Congress is now ‘our only option.’ Coach Saban put the absurdity plainly: ‘Would we ever think that an NFL player could come back and play in college? It’s absolutely crazy,’” Cruz wrote on X. The Senate is due to return from recess Sept. 14, meaning any action on the Protect College Sports Act will come after that date. Once lawmakers are back, the September session is expected to run through Oct. 2 before another break begins.