So far, the Deion Sanders experiment at Colorado is working. As his impact in Boulder grows, the Buffaloes head coach filed for several trademarks Monday, including one for his popular nickname “Coach Prime.” Through his company Prime Time Enterprises, Sanders also submitted trademarks for “Prime Effect,” “Daddy Buck,” and “It’s Personal,” per trademark attorney Josh Gerben. The filings claim the four trademarks will be associated with everything from a clothing brand to a production company to coaching services. After a double-overtime thriller win against Colorado State on Saturday, Colorado is on the road against No. 10 Oregon before hosting No. 5 USC the following week.

Boardroom’s Shlomo Sprung has more details on Coach Sanders’ recent filings.

The FutureBrand Index is in its ninth year of ranking companies by how “future-proof” their brands are, and according to its latest iteration, Apple is at the top of the list over big tech competitors like Samsung and Microsoft. It rose six spots from its 2022 position to claim its third No. 1 ranking, having previously achieved this milestone in 2016 and 2020. According to the report, “Apple’s visionary approach towards innovation” is one of the many reasons why the tech company was able to get back on top. Coming in second was Contemporary Amperex Technology Co., Limited (CATL), followed by NextEra Energy (No. 1 in 2022) in third and TSMC in fourth. Rounding out the top five was Samsung, with Microsoft coming in sixth.

Dallas Mavericks star Luka Dončić has a new colorway for his latest signature sneaker, and it’s become the inspiration for a car racing this weekend in the NASCAR Cup Series Playoffs at Texas Motor Speedway. The No. 45 car driven by 23XI Racing’s Tyler Reddick will have a Jordan Luka 2-inspired wrap in the new “Trick Shot” colorway. Design details on the sneakers — most of which will be featured on the car — include a primarily-white upper with neon green accents on the lateral geometry and lacing system tags. The medial midsole and co-branding are black, while an icy translucent outsole completes the look. The new Luka sneaker colorway has a scheduled drop date of Oct. 24 via the SNKRS app at an expected price of $140.

Rihanna‘s Savage X Fenty is expanding its sports-inspired capsule with a new lounge collection for soccer fans worldwide. The limited-edition Savage x League assortment, inspired by The Beautiful Game, arrives in leggings, sports bras, a jacket, a jersey, and bike shorts for women, while men’s looks feature base-layer shorts and a tank. The collection features what the company calls YOUniversal styles (XXS-4X), allowing versatility to mix and match pieces. Ranging in price from $18 to $38, shop the capsule at savagex.com.

Trae Young is officially getting into the pickleball game. The Atlanta Hawks star announced Tuesday he is the newest investor in the Anheuser-Busch-owned Major League Pickleball team, the Atlanta Bouncers. Young will serve as the sole investor of the Bouncers as they enter their second season.  The Atlanta Bouncers are the first professional sports team that Young has backed, joining a growing list of celebrity pickleball investors such as Kevin Durant, Tom Brady, Patrick Mahomes, Naomi Osaka, Drake, and more. 

Travel + Leisure Co. and Sports Hospitality Ventures (a licensee of the Sports Illustrated magazine brand) are joining forces to launch Sports Illustrated Resorts in select college towns nationwide, ensuring the game-day experience doesn’t end when the final whistle blows. According to the release, fans can expect future resort destinations to boast a full-service hotel, condominiums, vacation ownership club, signature SI Fit Health/Wellness Center, restaurants, and entertainment. While the first Sports Illustrated Resorts property opened in Cap Cana in 2022, the inaugural college town resort will open in Tuscaloosa, home of the Alabama Crimson Tide, in late 2025. Alabama has been on the cover of Sports Illustrated an impressive 41 times, more than any other university.