Deion Sanders Joins BLK & Bold as Co-Owner and Social Change Leader

American football legend Deion Sanders, a.k.a. Coach Prime, has acquired an ownership stake in Iowa-based coffee roaster BLK & Bold Specialty Beverages.

While the terms of the deal have not been publicly announced, Sanders will occupy the role of social change leader within the Black-owned coffee company, which donates 5% of gross profits to initiatives supporting underserved youth.

“Joining BLK & Bold is more than just a business move for me — it’s about making a lasting impact,” Sanders, a first-ballot NFL Hall of Fame inductee who is currently the head football coach of the NCAA’s Colorado Buffaloes, said in an announcement from BLK & Bold today. “I’ve always believed in the power of giving back and uplifting others, and with BLK & Bold, we have the perfect platform to do just that.”

BLK & Bold declined to disclose Sanders’ ownership stake in the company, but said that he will be an “active co-owner and partner” alongside founders and co-owners Pernell Cezar and Rod Johnson.

 

 

 

 

 

 

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BLK & Bold has experienced tremendous growth since its inception in a home garage in 2018. Now a certified B Corp with a coffee production headquarters in Des Moines, BLK & Bold currently has products on the shelves of more than 11,000 U.S. stores.

Last year, Cezar and Johnson launched the BLK & Bold Foundation, a separate nonprofit entity to simplify the path for youth-supportive charitable donations while outlining a 20-year social impact plan.

“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 today’s announcement. “The addition of Coach Prime to our team is a special moment for us. 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.”

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