Deion Sanders has built a formidable personal brand that extends beyond his decorated athletic achievements. However, behind Coach Prime’s marketing and branding success is a dedicated and talented team of professionals. Part of the successful team working behind the scenes with him is his business manager, Constance Schwartz-Morini, CEO of SMAC Entertainment.
Besides being a skilled professional, Constance has made a notable impact on Deion’s brand. If you have ever binge-watched the docuseries Coach Prime on Prime Video, you’ve witnessed one of her amazing works.
Who Is Constance Schwartz-Morini?
Schwartz-Morini was born and raised in Yonkers, New York. She attended her school there, where she developed an interest in softball.
As a go-getter, Schwartz-Morini once brokered a deal to avoid a science frog dissecting project. In return, she joined her school’s bowling team, coached by her science teacher.
Managing to get out of a science practical and join bowling showed her strong negotiation skills. A skill that would truly pay off in her career later on.
Her Qualifications and Previous Works
Constance has earned impressive achievements in her education and professional career.
In 1990, she added her first achievement in academics – a bachelor’s degree in marketing from State University of New York, Oswego, where she had initially joined as a pre-law student, but switched options after realizing her strong interest in marketing.
Recalling her campus moments, Schwartz-Morini said, “Dr. (James) Molinari, who is retired now, was my marketing 101 professor, and that changed the trajectory of my career.”
She was exceptionally dedicated and versatile, setting a robust foundation for her career. In recognition of her professional achievements, her alma mater awarded her an honorary doctorate in humane letters in 2024.
After graduating, Schwartz-Morini worked with two strategic firms before her tenure at SMAC Entertainment. Her career kicked off at the NFL, where she worked for a decade in various roles, including:
- Player engagement
- TV programming
- Events
- Sponsorship
- Marketing
After exiting the NFL, Schwartz-Morini joined the Firm, a Santa Monica talent management firm. She established their sponsorship and strategic marketing division.
Since 2010, she’s been the CEO of SMAC Entertainment. She has been instrumental in managing and developing the careers of high-profile clients across sports and entertainment, including Deion Sanders.
Her Work with Deion Sanders
In her role as the co-founder and CEO of SMAC Entertainment, Schwartz-Morini has played a significant part in elevating Deion Sanders’ brand.
She co-produced the Amazon docuseries, Coach Prime, highlighting Deion’s coaching journey. The successful docuseries enabled Deion to connect with his fans and share his personal experiences, while opening him up to new partnerships.
She also orchestrated Deion’s return to Nike, increasing interest in the Nike Air Max DT 96. Other than elevating his partnership with the high-profile firm, the deal helped Deion celebrate his mother through a new signature, ‘The Love Letter to Connie.’
Through her leadership, Deion Sanders’ brand has benefited from strategic partnerships, innovative marketing, and media production, making Coach Prime a powerful figure beyond football.
What is SMAC Entertainment?
Founded in the living room of the Hall of Famer, Michael Strahan, SMAC Entertainment is a talent management and production company.
For decades, the firm has focused on branding, media, and strategic partnerships for athletes, influencers, and entertainers. Sanders has been a notable beneficiary of the company.
A notable achievement of SMAC’s marketing was its role in helping Snoop Dogg become an international media mogul. As a result, he landed commercials with mainstream brands.
Schwartz-Morini’s role at SMAC
Schwartz-Morini co-founded SMAC Entertainment with Michael Strahan and with an interest in running the entertainment sector of the NFL. Since then, she has always approached business with that attitude.
Schwartz-Morini has been a significant player at SMAC. Appreciating her unique talent and dedication, her partner, Michael Strahan, said, “There’s so much to be learned from her and there’s so much inspiration to come from what Constance has built.”
Strahan, through a phone interview with the Associated Press, added, “She’s the encourager, the person who makes sure that I know that I’m capable of more than what I probably give myself credit for.”
Combining her marketing with Strahan’s knowledge has enabled the duo to turn SMAC Entertainment into one of the world’s most valuable brands in sports.
Also Read: Deion Sanders’ Dating History: All About Coach Prime’s Romantic Life