The "Prime Effect" brings a spike in multimedia rights for Colorado

Buffs brought in nearly double from the mark in sponsorships from the year prior

CU Buffs

Deion Sanders took the college football world by storm when he decided to come to Colorado. It was evident from the start the Hall-of-Famer was bringing more than his Louis luggage and the numbers don't lie. The Buffs pulled in a record amount from sponsorships in the multimedia space, with a 51% jump from 2022.

CU’s athletic department’s multimedia rights is managed by Learfield, which also produces game broadcasts for distribution on radio. They're projected to generate $8.3 million in fiscal 2024, according to a report by Sportico. This money comes mostly from sponsorships, radio advertisements, digital signage and other commercial opportunities. That’s up from $5.5 million in fiscal 2023.

“The spike is good for Learfield, but especially beneficial to Colorado under their current arrangement. Their contract stipulates that the school receives 60% of the first $5 million of “adjusted gross revenue”—total revenue minus some expenses—then 65% of everything over $5 million. Last year, there was no AGR over $5 million and Colorado pocketed $2.9 million in rights fees. This year, the total AGE is $7.2 million, so Colorado will see a chunk of money at the higher 65% share. CU is currently projected to receive $4.5 million under the agreement in fiscal 2024, though not all the money has been collected.”

Sanders has been the catalyst for putting CU back into national relevance. Major exposure has come along with the Buffs' rise in 2023. ESPN's College GameDay and FOX's Big Noon Kickoff were both in Boulder to duel it out. Not to mention, CBS bringing 60 Minutes on campus for a feature piece. Time Magazine put Coach Prime front and center on the cover and our own SI panel named him 2023 Sportsperson of the Year. Overall, the "Prime Effect" has brought an estimated $90 million for Colorado.

The second year for Sanders is setting up to be bigger than his introduction to Boulder. A better roster with returning stars could be the right mix for the Buffs to make a bowl game for the first time in four years. Expect more eyes to be focused on Colorado as they transition back to the Big 12 in 2024.