$4.6 million NIL-valued Shedeur Sanders surprises Deion Sanders with Colorado-themed Audemars Piguet watch for his birthday

Last week, Colorado coach Deion Sanders and his sons Shilo and Shedeur Sanders arrived in Las Vegas in style. They flew in a sleek private jet, carrying Louis Vuitton luggage, and turned heads with their swagger.

After an impressive first showing at their new conference's Media Days, quarterback Shedeur Sanders hit the headlines again with an extravagant birthday gift for his father. In a clip posted on X/Twitter by Deion Sanders Jr., the Buffs coach is moved by his son's gift of a golden Colorado-themed Audemars Piguet watch.

According to the Audemars website, the Royal Oak Selfwinding Chronograph is worth $78,200. The $4.6 million NIL-valued Shedeur Sanders tops the On3 100 NIL rankings, explaining the extravagance.

Shedeur Sanders has made the watch celebration his own

The watch gift to his father by Shedeur Sanders is no coincidence. He debuted an iconic watch celebration last season as the Colorado Buffaloes rode the opening wave of the Deion Sanders effect. His celebration soon became mainstream when Oklahoma City Thunder star Chet Holmgren pulled it off during an NBA game. Before long, the quarterback was getting praise for his cultural impact from all corners.

On an episode of "Undisputed," analyst Skip Bayless showered him with praise for having his father's business acumen and swagger:

"This young man, thanks in parts to his father, is shattering all the molds, because we just don't see a college kid start something. He's not just a college kid; he's that college kid.

"He's that man's son, but we don't see it where somebody on the college level inspires professional athletes to jump on the bandwagon of this new watch celebration, the watch flex. It just doesn't happen."

During one of his pre-game news conferences, Deion Sanders saw an opportunity and immediately called for his son to get a lucrative watch endorsement to capitalize on his son's popular celebration.

“We’ve just got to get him a lucrative watch deal,” Deion Sanders said. “He can’t keep doing it for free. We got to capitalize. He is my son. We gotta capitalize on the moment, right?”

Shedeur is already the most marketable student-athlete in college sports and next season promises to make him into a megastar after Colorado departed for the big market of the Big 12.