How to buy Deion Sanders' new energy drink PrimeTime Punch? Exploring Colorado HC's partnership with Redcon 1

Colorado Buffaloes head coach Deion Sanders will have his new energy drink called PrimeTime Punch released on Friday. The drink will be available for purchase on his website.

Redcon 1 announced the drink would be released on social media on Friday. Sanders, a part owner of the company, worked on the drink's flavor.

"COACH PRIME’s New energy drink goes live tonight at 8 pm (while supplies last) Coach joined REDCON1 as an owner earlier this year and immediately got involved in the creative side of the brand," RedCon 1 wrote in their Instagram post.

"He was hands-on with every step of the process, from designing the can’s art to tweaking the flavor to his exact specifications through countless taste tests. We’re proud to introduce PRIMETIME PUNCH — the official flavor of Summer 2024."

Sanders has chosen a fruit punch flavor and is calling it Primetime Punch.

Deion Sanders' partnership with Redcon 1

Deion Sanders became an owner of Redcon 1 in February.

The Colorado Buffaloes head coach was brought in to help Redcon 1's expansion directly, especially within the sports nutrition and performance beverage sectors.

“I’ve been using REDCON1 products for the past few seasons and it’s safe to say I’m in love. I’m not in like, I’m IN LOVE,” Sanders said in a statement. “The entire team is UN-DARN-BELIEVABLE and I’m ELATED to come and join the family. I’m ALL in & we’re gonna ALL WIN. This thang is going to the next level.”

Redcon 1 had announced Sanders would be creating his energy drink, Primetime Punch, and releasing it on Friday night.

Sanders is set to enter his second year as the head coach of the Colorado Buffaloes. Last year, Colorado went 4-8, including going 1-8 in conference play.

The Buffaloes started the year 3-0 and were the talk of college football. But then they went 1-8 in their final nine games, ending the year on a six-game losing streak.

Colorado will open this season at home on Aug. 29 against North Dakota State.