Deion Sanders, the head coach of the University of Colorado football team, is facing a federal lawsuit alleging fraud related to the “Prime” logo central to his brand. The suit, filed by Omaha-based graphic designer Alan Tipp, claims Sanders and his representatives tricked Tipp into signing away his rights to two logos—“Prime” and “Truth”—originally created in 2011. These logos have been widely used across Sanders’s ventures, including partnerships with brands like Under Armour, Jeep, and Lamborghini, as well as merchandise sales through companies tied to Sanders.

Tipp alleges that after Sanders was hired by Colorado in December 2022, Sanders’s brand manager and SMAC Entertainment’s Sam Morini pressured him to transfer all rights, promising him significant roles such as joining Sanders's brand team, helping players develop personal brands, working with Nike, and designing a Sanders-themed sunglasses line. However, Tipp contends these promises were never honored, with SMAC informing him by April 2023 that his services were no longer needed, even as Sanders’s sunglasses line bearing the “Prime” logo generated nearly $5 million in sales shortly thereafter.

Prime Time Enterprises, tied to Sanders’s branding, has sought to trademark the design under the name “PRIME21,” referencing Sanders’s NFL jersey number integrated into the logo. Multiple trademark applications have been submitted since early 2023, with some still active while others were abandoned. SMAC also operates an Amazon storefront selling apparel featuring the “Prime” logo. Tipp’s lawsuit accuses Sanders and his partners of deception to unfairly profit from the logo and avoid financial responsibility to the designer.

The case has been progressing with Sanders recently deposed and a status conference slated for October 2026. Sanders, Prime Time Enterprises, and SMAC have denied the allegations. This legal issue adds to other challenges facing Sanders, including a recent subpoena to testify in his son Shilo Sanders’s bankruptcy case. The graphic designer seeks the cancellation of trademark registrations, a legal injunction against further use of the logos, and monetary damages exceeding $75,000.