Key Takeaways
- Deion Sanders and SMAC Entertainment deny designer Alan Tipp’s claims that they profited from his P21ME and TRUTH logos without paying him.
- Tipp seeks more than $75,000 and wants to void a 2011 work-for-hire agreement, alleging Sanders’ team used false promises of future marketing work to secure his rights.
- The logos later appeared on products tied to Nike and Blenders Eyewear as Sanders’ profile surged at Colorado, and the federal case remains active.
Deion Sanders is fighting a federal lawsuit from a designer who says he created two of the football coach’s signature “Prime” logos, signed away his rights based on promises that never materialized, and watched Sanders’ brand profit from the work without receiving payment.
According to USA Today, Nebraska designer Alan Tipp sued Sanders and his business agency, SMAC Entertainment, alleging unjust enrichment and seeking more than $75,000 in damages. The case, originally filed in January 2025, remains active, with Sanders and SMAC denying the allegations through their attorney.
At issue are the P21ME and TRUTH designs, which Tipp says he created for Sanders in 2011. The logos combine elements of Sanders’ longtime “Prime Time” and “Coach Prime” branding with No. 21, the jersey number he wore during his Hall of Fame NFL career.
The designs eventually appeared on products connected to major brands, including Nike and Blenders Eyewear, particularly as Sanders’ profile exploded after he took over Colorado’s football program in 2022.
“Tipp has never been compensated, in any way, for his services by any of the Defendants or for Defendants’ use of the Works,” his complaint states. Tipp alleges that Sanders and his representatives have nevertheless received “a substantial amount of revenue” from the designs.
According to the lawsuit, Sanders and SMAC executive Sam Morini asked Tipp to enter a work-for-hire agreement transferring his rights to the designs effective August 1, 2011. Tipp claims he agreed after being told he would remain heavily involved with Sanders’ marketing operation, including plans for branded sunglasses and work with Nike.
Tipp alleges those promises were never genuine.
“Each of these statements were false at the time they were made,” the complaint states, accusing Sanders, Morini and SMAC of using the promises to convince Tipp to sign away his rights. Tipp alleges that after the agreement was completed, Sanders and his representatives began avoiding him.
The lawsuit seeks to have that agreement declared void, with Tipp arguing that he was fraudulently induced into giving up ownership so Sanders and his business partners could continue using the designs.
Sanders and SMAC have disputed Tipp's account in court. Sanders was also scheduled to give deposition testimony in the case on July 31 as the litigation moved forward.
The lawsuit arrives during an unusually crowded stretch of legal proceedings for the Colorado coach. Sanders is separately fighting a subpoena that requires him to testify in his son Shilo Sanders' bankruptcy trial, scheduled to begin August 31.
That case centers on whether Shilo can discharge an $11.89 million judgment stemming from a 2015 confrontation with a former school security guard.
Meanwhile, Colorado opens its fourth season under Sanders on September 3 against Georgia Tech.
