Black Rifle Coffee Company is excited to partner with Deion Sanders, who has always defined his own brand and controlled his own narrative. Considered one of the greatest athletes of all times, Deion has no shortage of perspective, motivation, or opinions. Alongside his co-host, Jamie Dukes, an insider in his world, Deion will invite some of the most polarizing and magnetic athletes, personalities, politicians, entertainers, and everyday folks to discuss the hardest hitting issues and the biggest headlines in the world today.