Coach Prime Set to Shine Around NFL’s Championship Game

The Almond Board of California (ABC) is continuing its dynamic partnership with Coach Deion "Primetime" Sanders for a second year, leveraging his magnetic personality and iconic presence to promote the Own Your Prime campaign. And with NFL’s Championship Game on the horizon, Coach Prime is poised to amplify the message of California almonds to an even broader audience.

Coach Prime Returns to the Spotlight

The partnership with Coach Prime, which runs through July 2025, has already proven to be a game-changer. According to Laura Morin, ABC's director of global marketing development for North America and China, this year’s collaboration builds on the momentum from last season.

“We had a strong fall,” Morin shared. “We made sure our message showed up prominently during the football and college football seasons, capitalizing on the buzz around Coach Prime. And now, we’re excited for what’s next — including the big game.”

For the second year in a row, Coach Prime will be the face of California almonds at one of the NFL’s most high-profile events: Radio Row.

Radio Row: An Exclusive Stage for Almonds

Radio Row, held in the lead-up to the Big Game, is a coveted media opportunity where top-tier journalists gather to capture stories from the most compelling voices in sports and entertainment. Last year, Coach Prime broke new ground for ABC, marking the first time the organization had a presence at this exclusive event.

“The fact that we were able to secure a spot on Radio Row last year was huge,” Morin explained. “It’s a dream for many in the PR industry, and we owe it all to Coach Prime. His influence not only opened doors but also delivered exceptional results.”

During the event, Coach Prime will spend hours in back-to-back interviews with prominent sports outlets and lifestyle media, sharing his personal connection to California almonds. His appearances last year generated widespread coverage, including a memorable moment on ESPN’s First Take, where he shared a snack pack of almonds with host Stephen A. Smith.

A Genuine Advocate for Almonds

What sets this campaign apart is Coach Prime’s authenticity. Over the past year, his connection to almonds has grown beyond marketing.

“You can tell almonds are now part of his life,” said Morin. “He speaks about them so naturally and genuinely. It’s not just about the partnership — it’s about how almonds fit into his everyday routine and how he uses them to stay at the top of his game.”

More Than a Game

The Own Your Prime campaign’s reach extends far beyond traditional advertising. In addition to Coach Prime’s high-profile appearances, ABC has embraced a multi-faceted influencer strategy. The campaign includes Instagram and TikTok content featuring Coach Prime, as well as other influencers, to connect with consumers where they spend their time most — on social media.

“Coach Prime is the centerpiece, but we also leverage everyday influencers to make sure our message resonates with diverse audiences,” Morin added.

As California almond growers look ahead, the Own Your Prime partnership is already showing its potential to change the game. With Coach Prime leading the charge at this year’s Radio Row and beyond, the future of almonds is shining bright on the national stage.

Listen to ABC's Laura Morin discuss Coach Prime's upcoming Radio Row activities on the Almond Journey Podcast.