Colorado coach Deion Sanders has the Buffaloes off to a 3–0 start to the season, a national ranking of No. 19 in the AP poll and on another nationally televised game against No. 10 Oregon in Eugene on Saturday afternoon.

Sanders’s brand as a college football coach has never been stronger, and he plans to take full advantage of his personal brand as his team ascends and continues to be the talk of the sport.

According to a report from trademark attorney Josh Gerben, Sanders filed paperwork for four trademarks on Monday, for the phrases “COACH PRIME,” “PRIME EFFECT,” “IT’S PERSONAL” and “DADDY BUCK.”

Per Gerben, the filings seek to protect the trademarks for a clothing brand, production company and coaching services.

Sanders has always looked out for his personal brand, which is an element that separates him from most other coaches in the sport. He always does his best to spotlight his kids that he’s coaching, but he never loses sight of how his personal brand can be marketed.

Monday’s trademarks submissions are once again another example of just that.