Rowland found a matrix product formula for generating functions counting binomial coefficients by their $p$-adic valuations. A natural generalization of binomial coefficients was introduced by Knuth and Wilf defined by a sequence $C$. We obtain analogous matrix product formulas counting these $C$-nomial coefficients when $C$ is a strong divisibility sequence. Surprisingly, the matrices are universal in the sense that they are independent of $C$. We further extend this product to $C$-multinomial coefficients.