Deion Sanders is a big fan of “The Shedeur,” which has apparently become a thing in the sports world.

Shedeur Sanders — Deion’s son and Colorado’s starting quarterback — flashed his $70K watch to the Arizona State student section Saturday night after the Buffs beat the Sun Devils 27-24. It took a field goal with 12 seconds for Colorado to win the game and send the injury-riddled Sun Devils to 1-5 on the season, but Shedeur didn’t care about any of that.

In the Sanders household, confidence is never out of style.

It wasn’t the first time Shedeur Sanders has flashed his watch either, and it has now taken hold. Breece Hall and Garrett Wilson flashed imaginary watches to a camera after the New York Jets won this past weekend.

Raiders receiver Davante Adams flashed his own watch as he walked into the stadium for Monday Night Football.

Oklahoma City Thunder forward Chet Holmgren used it to flex an and-one bucket in a preseason NBA game against the San Antonio Spurs Monday night.

Coach Prime was asked about “The Shedeur” at his news conference on Tuesday.

“We’re on a bigger stage,” Deion said. “I love to see it, it’s hilarious to me. He and I joke about it on a daily basis. We’ve just got to get him on a lucrative watch deal. He can’t keep doing it for free. We’ve got to capitalize now. He is my son. We’ve got to capitalize on the moment.”

To any watch brands who might be looking to experience the same kind of brand boom Coach Prime’s sunglasses partner did earlier this season, this is your chance.