Barstool & SMAC Entertainment Launch Long-Form Series With Coach Prime

SMAC Entertainment and Barstool Sports announced their first co-production, “Coach Prime,” a documentary series that will follow Pro Football Hall of Famer and NFL Legend Deion Sanders in his first season as head coach of the Jackson State Tiger football team. 

READ MORE: The Shadow League’s Most Influential People Of 2020 — Deion “Coach Prime” Sanders

Highlighting often overlooked and underfunded HBCUs (Historically Black Colleges and Universities), the series will focus on Sanders’ mission to level the playing field for Jackson State while showcasing the rich diversity, tradition, and culture only experienced at an HBCU. 

 “I am so unbelievably excited to share our journey as we aspire to level the playing field and raise awareness for Jackson State University and all HBCUs,” said Sanders.  “I am equally proud to have Barstool Sports join me as the distribution partner to help carry out this vision and dream of mine. I BELIEVE”

READ MORE: Deion Sanders Committed To Changing “Unacceptable” Uneven Playing Field

Home to alumni like NFL great Walter Payton, Jackson State, like many HBCUs, was once well known for producing NFL caliber talent. However, with limited resources and support, competing with the allure of well-funded programs became a David vs. Goliath story for HBCUs like Jackson State. 

Having already pulled top prospects away from other major programs, including his sons Shilo and Shedeur Sanders, the series will give viewers an exclusive look into Coach Prime’s quest to transform Jackson State into a contender within the college football landscape and prepare the young men on his team for futures on and off the field. 

READ MORE: Coach Prime Time Rides New Attitude HBCU Explosion, Takes Over JSU Football

With the unwavering support of The Sonic Boom of the South, the students, and the community, Coach Prime is ready to have the world meet the JSU Tigers. 

Coach Prime will debut across the Barstool platform later this spring as the sports media giant’s first venture into premium long-form content. The series is produced by Deion Sanders along with Michael Strahan and Constance Schwartz-Morini of SMAC Entertainment and Erika Nardini and Jen Simons of Barstool Sports.

Mark W. Wright, an HBCU alum and a regular Shadow League contributor, will serve as the series’ showrunner and director.

Deion Sanders is using his celebrity to elevate the profile of HBCU football programs.


Founded in 2011, SMAC Entertainment, a multi-dimensional talent management, music, branding and production company, brings together former NFL strategist and marketing executive Constance Schwartz-Morini and Pro Football Hall of Famer and Emmy Award-winning television host Michael Strahan to create a major presence in the sports and entertainment arena. 

Barstool Sports

Founded in 2003 by David Portnoy, Barstool Sports is a leading digital sports, entertainment and media platform that delivers original content across blogs, podcasts, radio, video and social, supported by nearly 70 dedicated personalities. In 2019, Barstool Sports grew by approximately 65%, delivering nearly $100 million in revenue from digital and audio advertising, ecommerce, events, licensing and subscription.

Deion Sanders

Pro Football Hall of Famer, Deion “Prime Time” Sanders, or now officially, “Coach Prime,” has been named the 21st Head Coach of Jackson State University Tiger’s Football Program. An eight-time Pro Bowler, and two-time Super Bowl Champion, Sanders played 14 NFL seasons for the Atlanta Falcons, San Francisco 49ers, Dallas Cowboys, Washington Redskins, and Baltimore Ravens. 

He is the only person in professional sports history to play in the World Series and the Super Bowl. 

READ MORE: Atlanta’s NFL Profile Owes A Huge Debt To Deion Sanders

Since retiring from professional sports, Sanders has produced and appeared in a variety of television shows, including 30 FOR 30: DEION’S DOUBLE PLAY, DEION’S FAMILY PLAYBOOK, and more. Outside of coaching, you can now catch Sanders on his very own podcast, 21st and Prime, brought to you by Barstool Sports. Previously, Sanders spent 14 years as an analyst for the NFL Network headlining popular shows like GameDay Prime and Thursday Night Football.

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