A Jewish woman at the center of Deion Sanders’ burgeoning Colorado empire found herself in the spotlight this week amid Coach Prime’s recent successes.
Over the past month, the hottest story in all of college football has been Sanders and his impact on the Buffaloes. Not only has he brought a ton of notoriety and headlines to the school for his off-the-field charm and charisma, but he has produced on-the-field results as well.
Everyone at Colorado has benefited from their association to Sanders. The cheerleaders whose wild photos have turned them into social media stars. The sports personalities, like Molly Qerim, whose handsy encounter with Sanders went viral last week. Everyone.
Recently, The Athletic profiled Constance Schwartz-Morini – one of the most respected figures in all of sports. She also serves as Sanders’ business partner and manager, and has and played a central role in his success up to this point.
To understand the immense respect that Schwartz-Morini commands, it’s worth recounting how The Athletic introduced her.
“Snoop Dogg calls Schwartz-Morini ‘a consigliere.’ Sanders calls her ‘a visionary’ and a ‘pit bull in pumps.’ Colorado athletic director Rick George calls her ‘unique,’ and says she has both Sanders’ and Colorado’s ‘best interest in mind,’” Bruce Feldman wrote.
What sort of relationship does Schwartz-Morini have with Sanders, specifically? One that involved her calling him directly after his big TCU upset victory and informing him his brand has never been hotter.
“In the car, one of the first calls she makes is to Sanders…” Feldman wrote.
“The call is brief. The tone is celebratory. Schwartz-Morini informs him that during the broadcast, Sanders was featured in three national commercials — an Aflac ad co-starring Nick Saban; a new campaign for California Almonds; and a third, for KFC, which included his entire family.”
Business aside, Schwartz-Morini also played an instrumental role in getting Sanders to this point with the Buffaloes.
“In 2020, Deion Sanders was at a crossroads,” Feldman wrote.
“And if not for Schwartz-Morini’s influence, he might be spending his Saturdays fishing. After three seasons as offensive coordinator at Trinity Christian School in Cedar Hill, Texas, Sanders’ youngest son, Shedeur, was graduating. And Sanders wasn’t sure what to do next.”
When Sanders expressed interest in reaching out to Florida State, his alma mater, to help them recruit, Schwartz-Morini pushed back on the idea.
“I said, ‘What do you mean, you wanna help them recruit?’” Schwartz-Morini told Feldman. “‘Why would you help them recruit? Why wouldn’t you just go for it and be a head coach?’”
Although Sanders wound up not getting that Florida State head coaching job, that push from Schwartz-Morini is what led to Sanders landing with Jackson State in 2020.
Despite that school not having a winning campaign in six years priors to Sanders’ arrival, he guided them to a 27-6 mark. More importantly, he made them relevant in the eyes of the national media. An insane accomplishment, really, given how chronically under-covered HBCUs are.
From there, of course, Sanders made his infamous leap to Colorado. And the rest has been history.
“Season tickets sold out for the first time in 27 years within four months of his arrival,” The Athletic noted.
“Colorado’s Buff Club, the athletic department’s fundraising arm, has smashed school records with over $28 million in donations — nearly $8 million more than it received for fiscal 2022.”
Moreover, all Colorado and Sanders-related merchandise is sold out in Nike’s store.
At the moment, the entire Sanders family has deals with Beats by Dre, Brady Brand, Gatorade, Actively Black and KFC thanks to Schwartz-Morini’s SMAC Entertainment company, which has worked with everyone from Michael Strahan to Wiz Khalifa.
Big week for Oregon, Colorado and Deion Sanders already. https://t.co/qylLix6igh
— Game 7 (@game7__) September 21, 2023
Obviously the future will reveal itself as far as Sanders’ tenure at Colorado. It’s still early days. Things could go well in the months and years ahead. Or not.
But either way, it is indisputable that Sanders’ run in Colorado has been a success both in terms of on-the-field and personal accomplishments.
Schwartz-Morini’s influence on that cannot be overstated. How will she factor into things as Sanders continues on at Colorado? Time will tell.
A longtime sports reporter, Carlos Garcia has written about some of the biggest and most notable athletic events of the last 5 years. He has been credentialed to cover MLS, NBA and MLB games all over the United States. His work has been published on Fox Sports, Bleacher Report, AOL and the Washington Post.