Deion Sanders and Colorado cashing in on record profits with 'Prime Effect'

The Buffs have found success over the past two years and look to keep up in the next decade
Kris Miller/SI
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Deion Sanders’ arrival as head coach of the Colorado Buffaloes marked a transformative era, propelling the university to unprecedented financial success in the 2024 fiscal year.

The University of Colorado reported record-breaking ticket and merchandise sales, fueling a remarkable net profit of $8.24 million, a sharp turnaround from a $9.89 million deficit in FY23, according to reports. This milestone was achieved through a surge in revenue, with the athletic department bringing in approximately $142 million, significantly surpassing the previous record of $117 million. Operating expenses also hit a record high of $132 million, driven by the soaring costs of game day operations, including enhanced security for sold-out home games.

Deion Sanders' signature Nike Air Diamond Turf 1 sells out in minutes

Sanders’ magnetic presence turned Colorado football into a cultural phenomenon. Every home game in 2023 was sold out for the first time in program history, drawing record attendance and creating a buzz that resonated far beyond the stadium. Merchandise sales skyrocketed as fans clamored to support the team, further solidifying Sanders’ influence on the program’s financial success.

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Sanders has become the face of Colorado athletics, embodying the modern college football era. His charisma and strategic development have drawn not only fans but also five-star recruits, NFL scouts, and national media attention. Sanders' ability to capitalize on this new age of collegiate sports, marked by NIL deals and increased player movement, has redefined Colorado football. The financial success under Sanders underscores the value of his leadership, as CU leveraged his star power to generate unparalleled visibility and revenue.

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Despite the profits, it’s evident that the financial momentum hinges on Sanders’ presence. The cameras, TV networks, and elite recruits are drawn to the phenomenon of "Coach Prime." If Sanders were to leave, the university’s newfound prominence might fade. For now, though, Colorado is cashing in on the Prime Effect, setting the stage for a new era of college athletics driven by personality, performance, and profitability.


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Jason Jones
JASON JONES

Jason Jones is a writer and reporter for On SI. He has covered all major sports for the past two decades. Jones began his career in sports radio broadcasting, working for WKNR in Cleveland and KKML in Denver as show host, producer, and director of production. He previously worked as an NFL Draft analyst and reporter for Yahoo Sports Radio.