his bust. His "Prime Time" nickname was given to him by a friend and high-school teammate, Florida Gators defensive back Richard Fain. The two played pickup basketball games together during the prime time television hour, and Sanders' athletic display during those games earned him the nickname. His other nicknames are "Lil Nicky" (for comparing himself with NCAA coaching great Nick Saban) and "Neon Deion". Sanders, known for his custom-made showy suits and flashy jewelry, frequently capitalized on his image. On December 26, 1994, Sanders released Prime Time, a rap album on MC Hammer's Bust It Records that featured the singles "Must Be the Money" and "Prime Time Keeps on Tickin'". The album and singles didn't chart in the Top 40. Following his first Super Bowl victory with the San Francisco 49ers, Sanders hosted Saturday Night Live, broadcast on February 18, 1995. Sanders performed a medley of songs from Prime Time, including "Must Be the Money" and "Heidi Heidi Hey". As Hammer's friend, Sanders appeared in the "2 Legit 2 Quit" music video, and his alter-ego "Prime Time" showed up in Hammer's "Pumps and a Bump" music video. Hammer being a big sports fan, launched a new enterprise during his career called Roll Wit It Entertainment & Sports Management which boasted such clients as Evander Holyfield, Deion Sanders and Reggie Brooks. In 1995, Hammer released "Straight to My Feet" with Sanders, from the Street Fighter soundtrack (released in December 1994). The song charted No. 57 in the UK. In January 1995, Sanders became the official spokesman of the Sega Sports line of video games. Sanders has also appeared in television commercials for such companies as Nike, Pepsi, Burger King, Pizza Hut and American Express. These included a Road Runner Pepsi ad, with Sanders as the Road Runner with Wile E. Coyote targeting him, and a Pizza Hut commercial in which he appeared with Dallas Cowboys owner Jerry Jones. He also makes a cameo as himself in the film Celtic Pride. After retiring from the NFL in 2001, Sanders worked as a pre-game commentator for CBS' The NFL Today until 2004, when contract negotiations failed. Sanders turned down a 30% salary increase demanding to be paid $2.5 million, the highest of any NFL TV analyst. He was replaced by Shannon Sharpe. During Sanders' run, he participated in several sketches. The first was "Primetime and 21st", a mock street corner where Sanders (not