College Sports

'Coach Prime' leads Jackson State to SWAC championship

Posted December 04, 2021 6:00 am

By ANTHONY MCDOUGLE

Jackson State head coach Deion Sanders left, is congratulated by Prairie View head coach Eric Dooley at the conclusion of the Southwestern Athletic Conference championship NCAA college football game, Saturday, Dec. 4, 2021, in Jackson, Miss. Jackson State won 27-10. (AP Photo/Rogelio V. Solis) The Associated Press

JACKSON, Miss. (AP) - Deion Sanders checked the primary objective off his coaching to-do list with a Southwestern Athletic Conference championship, leading Jackson State to a 27-10 victory over Prairie View A&M on Saturday.

And Sanders' Tigers captured the title with a performance befitting his Hall of Fame versatility as a cornerback, receiver and returner: scoring touchdowns on offense, defense and special teams.

The victory capped off an impressive season for '~Coach Prime," who earned SWAC coach of the year honors, shared the national spotlight with Alabama's Nick Saban and saw his son, Jackson State quarterback Shedeur Sanders named SWAC freshman of the year.

Not bad considering Sanders is just under 15 months into his first head coaching job. This is his first full season after a 4-3 spring campaign shortened by COVID-19 and despite missing three games following toe surgery. He navigated the sidelines with his left leg propped on a scooter that he sometimes sat on.

'œThis is unbelievable,'ť Sanders said. 'œWe didn't play best, but all our kids gave it our best. It's one thing to win, but to win without me? Lord, I thank you.'ť

Sanders has also raised the profile of HBCU football and generated Name, Image and Likeness (NIL) opportunities for players. That's in addition to growing his personal brand through national ads with Alabama coach Nick Saban and being mentioned as a candidate for FBS coaching vacancies.

After capturing its first league title since 2007, Jackson State's next stop is the Celebration Bowl against MEAC champ South Carolina State on Dec. 18 in Atlanta for the Black college national championship.

'œWe've got to finish what we've started,'ť Sanders said. 'œThis journey that we're on, we've got to finish it.'ť Sanders' enthusiastic embrace of NIL opportunities has helped JSU and SWAC players cash in with endorsements. The conference ranks 17th in the country in NIL compensation according to Opendorse.com, a platform that aims to help athletes monetize their brand.

They're the only HBCU conference to crack the top 20 NIL endorsement rankings.

Sanders is getting a good run through entertaining commercial spots for Aflac insurance with Saban and the iconic Duck. Former Dallas Cowboys teammate and fellow Hall of Famer Troy Aikman has appeared at JSU along with recently deceased Memphis rapper Young Dolph and social media model and former JSU student Brittany Renner, who talked with players about social situations.

The players were apparently paying attention.

There was notoriety about new uniforms with players' names and rumblings of FBS coaching openings.

Through it all, Sanders' remained focused on shining a light on HBCU football and its players. SWAC Commissioner Dr. Charles McClelland believes he succeeded in that endeavor.

'œHe's put additional eyes on HBCUs,'ť McClelland said before the game. 'œMake no mistake about it, I don't think Eddie George is the coach at Tennessee State if Coach Prime wouldn't have taken that step first.

That impact is significant. It transcends fans, it transcends sponsorships. It goes to the heart and soul and culture of who we are.'ť

Prairie View A&M didn't make it easy for Jackson State.

The Panthers (7-5) led twice, including 10-7, before Isaiah Bolden returned a kickoff 91 yards for the go-ahead score in the second quarter. James Houston pulled in a nifty deflection for an interception and 5-yard return for a TD before Peytton Pickett rushed for a 5-yard TD late in the third quarter to give the Tigers some breathing room.

When it was all said and done Saturday, Sanders had once again taken center stage and put Jackson State, the SWAC and HBCU football in the spotlight.

'œThey just need the opportunity," the coach said. "At least give us a mention. Give us some type of respect. It's for us to stand up for that. We must. The kids deserve it.'ť

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Jackson State head coach Deion Sanders looks around for his players as he is congratulated at the conclusion of the Southwestern Athletic Conference championship NCAA college football game against Prairie View, Saturday, Dec. 4, 2021, in Jackson, Miss. Jackson State won 27-10. (AP Photo/Rogelio V. Solis) The Associated Press

Jackson State quarterback Shedeur Sanders (2) takes a knee in the end zone for a quick prayer at the conclusion of the Southwestern Athletic Conference championship NCAA college football game against Prairie view, Saturday, Dec. 4, 2021, in Jackson, Miss. Jackson State won 27-10. (AP Photo/Rogelio V. Solis) The Associated Press

Jackson State running back Peytton Pickett (22) follows his blockers as he runs upfield past Prairie View defensive end Kevin Victorian (11) during the second half of the Southwestern Athletic Conference championship NCAA college football game, Saturday, Dec. 4, 2021, in Jackson, Miss. Jackson State won 27-10. (AP Photo/Rogelio V. Solis) The Associated Press

Jackson State wide receiver Warren Newman (10) is pursued by Prairie View A&M long snapper Desmond Calloway (51) during the second half of the Southwestern Athletic Conference championship NCAA college football game, Saturday, Dec. 4, 2021, in Jackson, Miss. (AP Photo/Rogelio V. Solis) The Associated Press

Prairie View A&M running back Lyndemian Brooks (6) runs upfield against Jackson State during the second half of the Southwestern Athletic Conference championship NCAA college football game, Saturday, Dec. 4, 2021, in Jackson, Miss. (AP Photo/Rogelio V. Solis) The Associated Press

Prairie View A&M running back Lyndemian Brooks, center, is sandwiched between Jackson State defensive lineman Coynis Miller (94) and linebacker Keonte Hampton (40) during the second half of the Southwestern Athletic Conference championship NCAA college football game Saturday, Dec. 4, 2021, in Jackson, Miss. (AP Photo/Rogelio V. Solis) The Associated Press

Jackson State defensive back John Huggins (6) knocks the ball away from Prairie View wide receiver Jailon Howard (82) during the second half of the Southwestern Athletic Conference championship NCAA college football game Saturday, Dec. 4, 2021, in Jackson, Miss. Jackson State won 27-10. (AP Photo/Rogelio V. Solis) The Associated Press

Jackson State wide receiver Malachi Wideman (13) reaches for a 16-yard touchdown pass reception past Prairie View cornerback Jamias Presley (4) during the first half of the Southwestern Athletic Conference championship NCAA college football game, Saturday, Dec. 4, 2021, in Jackson, Miss. (AP Photo/Rogelio V. Solis) The Associated Press

Jackson State defensive lineman Justin Ragin (92) pressures Prairie View quarterback Jawon Pass (1) during the first half of the Southwestern Athletic Conference championship NCAA college football game, Saturday, Dec. 4, 2021, in Jackson, Miss. (AP Photo/Rogelio V. Solis) The Associated Press

Prairie View quarterback Jawon Pass (1) is sacked by Jackson State linebacker Nyles Gaddy (57) and defensive back Cam'Ron Silmon-Craig (12) during the first half of the Southwestern Athletic Conference championship NCAA college football game, Saturday, Dec. 4, 2021, in Jackson, Miss. (AP Photo/Rogelio V. Solis) The Associated Press

Prairie View&Am quarterback Jawon Pass (1) passes against Jackson State during the first half of the Southwestern Athletic Conference championship NCAA college football game, Saturday, Dec. 4, 2021, in Jackson, Miss. (AP Photo/Rogelio V. Solis) The Associated Press

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