Experts Claim Coach Prime Earns His Keep at CU, Despite $29.5-Million, 5-Year Contract

BOULDER — In less than nine months on the job, Deion Sanders has already brought CU back into the top 25 of college football merchandise sales. According to Fanatics.com, CU merch sales as of last month ranked second among Pac-12 schools and in the top 20 among all NCAA schools. Furthermore, CU sales on the site increased by over 100% in late July compared to the same period in 2022. This surge in merchandise sales is a clear indicator of the positive impact Deion Sanders has had on the program since his arrival.

CU Chancellor Phil DiStefano expressed his belief that Coach Prime’s presence has brought about positive changes, including increased season ticket sales and revenue from merchandise and ticket sales. The implementation of Name-Image-Likeness (NIL) has also been beneficial for CU athletics, with donations and contributions to the collective on the rise.

CU’s decision to hire Deion Sanders, an NFL legend with no previous coaching experience at the Power 5 level, was driven by the potential for profit. The combination of the football program’s influence as the university’s public relations arm and Sanders’ addition as the new face of Buffs athletics has catapulted CU into a highly sought-after brand in American sports.

The economic impact of Sanders’ hiring is already being felt on and off campus. CU reported that its athletic department royalty revenue for the 2022-23 fiscal year was $1.99 million, with 29% coming from Coach Prime/Buffs “co-branded” merchandise. This amounts to approximately $580,300 in sales over seven months. Football season tickets have also sold out at a record pace, with 22,457 tickets sold as of August 2.

CU’s NIL metrics compared to previous years have not been disclosed, but the web site On3.com estimates that CU is home to two of the highest-earning student-athletes in the country. Defensive back/wideout Travis Hunter and quarterback Shedeur Sanders, Deion Sanders’ son, are ranked sixth and ninth, respectively, in potential earnings. Both athletes have secured numerous NIL deals, showcasing the financial opportunities available to student-athletes at CU.

Analysts suggest that the impact of Coach Prime goes beyond the university’s business models, disrupting and surpassing expectations. Google search interest in CU has increased by 27% in the first half of 2023 compared to the same period in 2022. This spike in search interest is particularly significant in states located in the south and southeast regions, aligning with CU’s recruitment strategies and television visibility.

One of the spillover effects of the increased interest in CU is increased enrollment. Jackson State, where Sanders previously coached, experienced a 27% increase in freshman enrollment after his arrival. While CU’s move to the new-look Big 12 may affect some California-based alumni, Coach Prime’s presence could attract more applicants from the east, south, and southeast regions.

Overall, the impact of Coach Prime has been highly positive for CU, generating revenue from merchandise sales, ticket sales, and increased enrollment. His influence extends beyond the football field, solidifying CU’s position as a thriving athletic program.

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