Deion Sanders Announces New Partnership With Depend Following Bladder Cancer Revelation

Deion Sanders disclosed on Monday, July 28, that he has fought—and beaten—bladder cancer.

Speaking at a press conference, Sanders explained that the procedure had significantly affected his urinary function, punctuating the update with a candid line: “I depend on Depend.” Shortly after, the adult incontinence brand confirmed it had formed a partnership with the coach.

Depend shared a statement supporting Sanders and framing the collaboration as part of its broader mission to normalize bladder health products.

“Depend is proud to help millions of people live more confidently every day with comfort and protection they can trust — this includes Coach,” the company said in a statement, according to NBC Sports. “Wearing Depend isn’t a sign of weakness; it’s a badge of resilience. It takes real courage to face health challenges head-on. We champion and celebrate Coach’s strength to share his experience with the world, which makes us proud to partner with and support him on this journey. Together, we know his voice will empower others to stand tall and help break the stigma that can come with wearing products like Depend.”

The news arrived after Colorado announced a Monday press conference, which sparked online speculation about whether Sanders might step down.

Instead, Sanders used the moment to outline his recent health journey and the realities that followed treatment, while aligning with a brand that directly addresses the challenges he referenced.

The partnership places Sanders at the center of a conversation about bladder cancer recovery and the stigma around incontinence.

By pairing his update with Depend’s messaging, the coach connects his platform to awareness efforts that encourage people to seek medical attention, talk openly about bladder control issues, and consider products designed for post‑treatment support. Depend’s statement underscores that intent, positioning Sanders’ voice as a vehicle to “empower others” and normalize the use of its products.