Open Access
American Research Journal of Business and Management
ISSN (Online): 2379-1047
DOI: 10.46568/arjbm
Winning Beyond the Field: A Case Study of Deion Sanders’ Change Management in Football
Oklahoma Baptist University, MBA Students, Shawnee, Oklahoma, United States of America.
Dr. Daryl D. Green, Dr. Tracy Dunn, et al., “Winning Beyond the Field: A Case Study of Deion Sanders’ Change
Management in Football”, American Research Journal of Business and Management, Vol 11, no. 1, 2025, pp. 19-26.
Abstract
In today’s rapidly evolving sports world, coaches who harness the power of social media and media outlets can transform
athletic programs and inspire the next generation of athletes and leaders. This study examines the coaching methods and
off-field ventures of Coach Deion Sanders, known as “Coach Prime,” and the significant role of Well Off Media in reshaping
sports media influence. Sanders stands as a disruptive force in college football, using his platform to cultivate a winning
team culture, both on and off the field.
As the only individual to have played in both the World Series and Super Bowl, Sanders brings unparalleled experience
as a multi-sport athlete to his role as a head coach and social media influencer. Through qualitative analysis of Sanders’
strategies and their outcomes, this research offers valuable insights into brand development, strategic actions in sports
media, and change management in athletics. In an era where influence extends beyond the field, Sanders’ approach serves
as an inspiring model for coaches aiming to leave a lasting impact on their teams, communities, and the broader sports
industry.
