Deion Sanders has set the college football world on fire this year and is now taking his name, image, and likeness (NIL) to a popular cereal brand.

According to Sports Illustrated, the Colorado Buffaloes head coach will be featured on Snoop Dogg and Master P’s Prime Time Honey-O Snax cereal box, a limited edition release by Broadus Foods. His cereal is labeled “Prime Time Honey-Os.”

"We were able to do something incredible and create a limited edition box for coach Deion Sanders, who's probably one of the greats in college football now," Master P, who serves as Broadus Foods’ CEO, told The Nick Ferg Show recently.

"Everything that he stands for. What he means and brings to the culture as a leader. The fatherhood... Just a great person in general. We wanted to definitely celebrate him and put him on a box of Snoop cereal,” he added. “He was on the Wheaties box as a player, but as a coach, he's never been on a box and me and Snoop and I wanted to make history with him."

The new cereal release is just the newest coming from Snoop and Master P. Earlier this year, the pair of entrepreneurs inked a distribution deal with Post to expand their brand, which is the first Black-owned of its kind.

Last year, Snoop spoke with BET about some of his brand initiatives, including cereal, and his vision for being an entrepreneur as an ambassador for hip-hop.

“[It’s] just like Kellogg, Kraft, Millers, things that have a family name that’s been here for hundreds and hundreds of years,” he noted. “This is a generational play right here, it’s family, and was spirited from, like I say, a tragic situation that we made it to a beautiful situation. My daughter spearheaded it and my wife is right there driving this. This is a beautiful thing where I don't have to be in the front seat, I can sit in the backseat and enjoy the ride from a different perspective.”