Deion Sanders, the NFL Hall of Famer and current head coach of the Colorado Buffaloes football team, has taken on a new role as a part-owner of BLK & Bold Specialty Beverages. The Iowa-based Black-owned coffee company, founded in 2018 by Pernell Cezar and Rod Johnson, has gained national recognition for its mission to uplift underserved youth through its products and philanthropy.
The terms of Sanders’ investment were not disclosed, but the company announced his position as an “active co-owner and partner.” In addition, Sanders will serve as the company’s social change leader, a role aligning with its philanthropic commitment to donate 5% of gross profits to youth-supportive initiatives.
“Joining BLK & Bold is more than a business move—it’s about making a lasting impact,” Sanders said in a statement. “I’ve always believed in giving back and uplifting others, and this partnership provides the perfect platform to do just that.”
BLK & Bold began as a small operation in a garage but has rapidly expanded into a prominent coffee brand with a production facility in Des Moines and a presence in over 11,000 U.S. stores. The company became a certified B Corp in 2020, reflecting its dedication to using business as a force for good.
Founders Cezar and Johnson have remained committed to blending commerce with community impact. Last year, they launched the BLK & Bold Foundation, a nonprofit that simplifies charitable giving for underserved youth and outlines a 20-year plan to maximize social impact.
“From the very beginning, our vision for BLK & Bold was not just about creating and selling coffee and tea products but also about brewing positive change in the communities that need it most,” Johnson said in a statement.
Sanders, a two-time Super Bowl champion and eight-time Pro Bowl selection, is known for his dynamic presence both on and off the field. Since transitioning from a storied playing career to coaching, he has gained attention for transforming football programs and mentoring young athletes. His influence extends beyond sports, with a focus on providing opportunities and safe spaces for underserved youth—values that align seamlessly with BLK & Bold’s mission.
“The addition of Coach Prime to our team is a special moment for us,” Johnson said. “We recognize and applaud his efforts to provide safe spaces and opportunities for underserved youth, and it is an honor to continue serving our community together.”
BLK & Bold’s unique business model has resonated with socially conscious consumers seeking premium coffee and tea products with a purpose. Its commitment to corporate social responsibility is evident in its approach to philanthropy, which includes partnerships with youth organizations nationwide.
The company’s 5% For Our Youth initiative channels a portion of its profits to programs focusing on workforce development, mentorship, and education. By integrating Sanders into their leadership, BLK & Bold hopes to amplify its mission and expand its impact.
Sanders echoed this vision, describing the partnership as an extension of his lifelong dedication to community service. “This is about more than coffee; it’s about building a legacy of change,” he said.
With Sanders on board, BLK & Bold is poised to enhance its outreach and strengthen its social initiatives. As the company continues to grow, its founders remain focused on scaling their operations while staying true to their mission of creating a positive societal impact.
“Coach Prime’s involvement underscores the importance of collaboration in driving meaningful change,” Cezar said. “Together, we can inspire others to join us in making a difference.”
BLK & Bold’s partnership with Sanders reflects a broader movement among socially responsible companies to engage influential figures who share their values. For Sanders, the move marks another chapter in his journey to inspire and uplift others, this time over a cup of coffee.
