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As he continues to work to revitalize the football program at Jackson State, Deion Sanders has helped to ink a deal with Pepsi to join forces with the Southwestern Athletic Conference (SWAC) as a major sponsor, reports Afro Tech.

Sanders’ first relations with the leading beverage company began in the mid-1990s and now Pepsi has become the primary beverage sponsor for all SWAC football and basketball championship games through 2023.

In the midst of his first season as the coach for Jackson State, the Pro Football Hall of Fame cornerback can now add the role as a SWAC ambassador to his resume.

According to USA Today, in a three-year deal, Pepsi reiterates its support for Historically Black Colleges and Universities (HBCUs). The deal is a component of the brand’s Racial Equality Journey, which includes a series of initiatives launched in April 2020 by the company with a commitment of $400 million over the next five years.

“This is kind of next level,” said Derek Lewis, president of PepsiCo Beverages North America’s South Division in an interview with USA Today Sports. “The more attention that HBCUs get, the better it’s going to be for the students and also the communities. We’re going to be able to go deeper and wider in this partnership than ever before.”

The program includes a commitment by Pepsi to hire a student-athlete from each participating school upon graduation.