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Deion Sanders didn’t appreciate being left at the altar by CBS.
The Colorado head coach seemingly confirmed on X a report stating there had been an “abuse of trust” after CBS backed out of a potential project.
That action led to Sanders recently shutting down a CBS reporter’s question during a press conference, stating “what they did was foul.”
“There was a project between the two that one person did their part and was vulnerable enough to say, ‘Hey, you know what, I’m gonna share this with you,’” On3 Sports’ Phillip Dukes said. “The other faction, said company, without notice or without saying anything, after all of this time and effort was put into something, basically said, ‘Nah, this ain’t a good look for us right now.’ Even though it’s a good look for you, it’s not a good look for us right now. … Over with. No project. Out of the blue.”
He added: “So if you wanna know why Deion Sanders reacted the way he did, there was an abuse of trust between the two, and I’m sure that will be expanded upon later on. But as far as what I can say, it was way deeper than a ranking.”
Fans have been speculating as to the cause of the Sanders-CBS beef after the Pro Football and College Football Hall of Famer shut down a question from CBS News Denver’s Erich Christensen after the reporter noted his affiliation.
“CBS. I’m not doing nothing with CBS. Next question. It ain’t got nothing to do with you,” Sanders said last week. “It’s above that. It ain’t got nothing to do with you. I got love for you. I appreciate you. I respect you. It ain’t got nothing to do with you. They know what they did.”
When Christensen noted how he was from Denver and not a national reporter, Sanders continued: “You are who you are. CBS is CBS. It ain’t got nothing to do with you. I respect you. I told you that, I’m looking you in the eye as a man. I respect you. I got love for you, but what they did was foul.”
Some have speculated that Sanders may have been perturbed with CBS for ranking him 15th among 16 coaches in the Big 12, while another CBS article took a pointed dig at him.
“You may not have gotten the memo, but until further notice, the face of the new Big 12 is a bankable brand endorser coming off a 4-8 season,” CBS columnist Dennis Dodd wrote on July 10.
Dukes, whose X account lists him as a national recruiting analyst/host, claimed those theories are off.
While disclosing that he has a personal relationship with Sanders, Dukes offered details into why this vendetta goes beyond any ranking.
Dukes did not provide the specifics on why the project that fell apart.
“You better believe there was something that was supposed to be done on both sides — the side, Deion’s side, held up their end of the bargain,” Dukes said. “The other side did not and it wasn’t for the greater good, it was for the good of their side, and that’s why Deion said it was foul. He could have used any other word in the dictionary but he used a very pointed word, which was foul. So, foul or fair, however you want to call it, let’s just get this straight. Deion Sanders is not mad because of that ranking. I rest my case.”
Sanders seemingly signed off on the explanation with a quote tweet promoting Dukes’ YouTube video.
“Thank u my brother for keeping some things unspoken. We love it when they ASSume. Lolololol The insanity is better than Sanford & Son at times. 😂😂😂😂😂😂😂😂😂😂,” Sanders tweeted late Monday night. “Keep up the outstanding Reporting and keeping it 💯. Relationships in this business is everything. God bless my brother. 🙏🏾✅👍🏾💯.”
Thank u my brother for keeping some things unspoken. We love it when they ASSume. Lolololol The insanity is better than Sanford & Son at times. 😂😂😂😂😂😂😂😂😂😂Keep up the outstanding Reporting and keeping it 💯. Relationships in this business is everything. God bless my… https://t.co/IoQ9qGFMiW— COACH PRIME (@DeionSanders) August 13, 2024
It’s uncertain whether Sanders’ beef is new or old, but Awful Announcing noted how Sanders worked for CBS from 2002-04 on “The NFL Today” before the sides battled over his salary.
Sanders ultimately worked for CBS again while with NFL Network.
As the outspoken coach battles CBS, plenty of focus is on whether Sanders can live up to the hype this season after the Buffaloes fell apart down the stretch last year.
Colorado opens its season against North Dakota State on Aug. 29.
