Saturday, September 26, 1998

Just plain Deion Sanders? Don't see any signs

By Frank Luksa

The Dallas Morning News

(KRT)

DALLAS - Prime Time is being retired, according to alter ego Deion Sanders. There are no apparent plans for a ceremony where an audience would weep and say we shall not see the likes of him again.

Prime Time is fading away and will soon disappear entirely. He's withdrawing from view in favor of a more sedate persona. So begins Prime Time's journey to that mystical place reserved for hollow self-puffery.

There he'll meet athletes past and present once gripped by the most insidious disease of modern times. They were addicted to themselves.

Occupants from the NFL include Brian "The Boz" Bosworth and Tony "The Monster" Mandarich. Both were college mega-stars with a genius for singular promotion. Each had himself as a lone client.

Add Mark Gastineau to the crowd. If not the originator of self-inflation, this former New York Jets' defensive end was among the forerunners. Upon trapping a quarterback, he did the Sack Dance - hopping and gyrating as if his feet were afire or his shorts fit too tight. He looked the fool.

Anyway, Sanders revealed Monday night that Prime Time is being phased out. His replacement sounded like a forever-plaid version of just-plain Deion.

"I'm trying to bury that," he said at mention of his nickname after leading a 31-7 rout of the New York Giants. "Prime Time is God's time now."

Religion has become a priority in Deion's life. He's devoted to kind deeds and good works. Plus other non-spiritual, pleasing pursuits, such as scoring touchdowns on punt returns and interceptions and playing cornerback for the Cowboys. What has gone unsaid is why Sanders decided to abandon Prime Time.

His choice will remain a riddle to local outlets. Deion invoked his usual ground rule Friday (he only speaks for the record to hometown sports scribes post-game) and declined an interview request. Media outlets affording national exposure fared better during the week.

CBS-TV, which will broadcast the Cowboys-Oakland Raiders game on Sunday from Texas Stadium, and CNN-SI, were granted access. As for Friday, the Cowboys' media relations department reported that Sanders' available time was absorbed by a local religion editor.

Mention of who did and didn't talk to Sanders this week is made at substantial personal risk. No matter the reason, some will snap-judge and say, oh, the guy is sore because Deion wouldn't talk to him. Pul-LEEZE, I can write around anyone who doesn't speak to me without feeling deprived. I learned that trick almost 30 years ago from Duane Thomas.

A subtle point arises.

Say Sanders is only agreeable to chat up big-time TV during the week. Or grant extended time for a blow-out newspaper story about his faith - an inspiring theme but also personal promotion considering that teammates have set a quieter, Christian example for years without headline attention.

He, meantime, avoids local sports grubs except in an after-game situation because ... who knows? It can't be to maintain a lower profile. Not if he's on CBS-TV and CNN-SI, and next week on Fox Network before a trip to Washington.

I had wished to congratulate Sanders on retiring Prime Time. Now I wonder how much of the latter is actually gone.

I'd also hoped to certify Prime Time's origin. Sanders tells one version. He has said the vision of Prime Time came to him during his college days. Another variation goes that Florida State teammates applied the tag.

Prime Time was - maybe still is - a marketing tool. He became hugely successful during an era where crude, silly and boorish behavior equated to athletic celebrity. Where, for NBA instance, a player who dyes his hair the pattern of a technicolor zebra, flaunts team rules and wears dresses has become a figure of fascination.

I get confused watching sports. I don't know if I'm seeing legitimate competition or cartoons. I caught a fight on TV the other night. The first guy showed up wearing a bear costume. The other was dressed like the devil. All that was missing was a ref decked out like Howdy-Doody.

I wanted to tell Sanders that he doesn't need a goose of a persona like Prime Time to market his talent. He has scored 20 NFL touchdowns six ways - a record 16 on returns. Deion has done what Michael Jordan couldn't do - play major league baseball.

And, finally, to part with Deion by reminding that signs bearing the words "PRIME TIME" still adorn both gates to his home in suburban Plano, Texas. When they are removed, I'll believe Prime Time is truly retired.

(c) 1998, The Dallas Morning News.

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