Was Deion Sanders trolling the media over NFL hype? Time will be a storyteller

Coach Prime appeared to be establishing his roots in Boulder but it's hard to tell

Mark J. Rebilas-Imagn Images

Deion Sanders is many things. A Hall of Fame athlete, transformational college football coach, cultural icon, and, perhaps above all else, the greatest marketer in sports. His ability to galvanize attention, reshape narratives, and keep himself and his programs at the forefront of public discourse has been nothing short of remarkable.

Over the past few years, and especially during his tenure as head coach of the Colorado Buffaloes, Sanders has orchestrated a real-time masterclass in leveraging media, public sentiment, and his magnetic personality to create unparalleled momentum in the sports world. This will explore how Coach Prime has used his marketing expertise to rise above traditional limitations, the implications of his narrative control, and how his future decisions will further cement his legacy.

Sanders and the Media Machine

Sanders' relationship with the media is a complex one, driven by his acute understanding of its mechanisms and his ability to exploit them. Though Sanders frequently claims that the media is "against him" and that detractors fuel the “Colorado vs. Everyone” narrative, the reality is much more nuanced. The truth is, the media thrives on Deion Sanders, and he thrives on them. His presence generates clicks, views, and conversations, making him an invaluable commodity for media outlets.

Consider the numbers to understand the bigger picture. Every Deion-related press conference, game, or soundbite garners significant national attention, often overshadowing larger narratives in college football. This phenomenon isn’t accidental either. Sanders understands the media’s need for compelling stories and positions himself as the centerpiece of every conversation. By embracing controversy, charisma, and candor, Sanders has turned himself into a perpetual motion machine of relevancy.

Even those who critique Sanders acknowledge his impact. Business is better when the subject is Deion Sanders. A successful Sanders at Colorado means more stories, more debates, and ultimately, more revenue for the sports media ecosystem. For Sanders, even criticism serves his agenda. By positioning himself as a disruptor in the traditional college football landscape, Sanders compels his detractors to engage with him—and in doing so, they amplify his platform.

Prime Time and the NFL Rumors

One of the most fascinating aspects of Sanders’ tenure at Colorado has been the persistent speculation about his future—particularly regarding the NFL. This week, the national sports media landscape erupted with commentary about Sanders potentially leaving Colorado to coach in the NFL, with the Dallas Cowboys being the most frequently mentioned destination.

This narrative reached a fever pitch when Michael Irvin, speaking on 'The Herd with Colin Cowherd,' asserted his belief that Sanders would accept a coaching role with the Cowboys, if his son Shedeur joined the team. Irvin, a close friend and former teammate of Sanders, spoke with conviction, claiming his sources were impeccable. Yet, even as Irvin’s comments lit up headlines, skepticism abounded. Irvin, known for his unwavering Cowboys bias, may have been more interested in manifesting his dream scenario than providing credible reporting.

Irvin put his stamp on Coach Prime to Dallas idea. Colin asked without qualification, “You do believe, I and do too, that if Shedeur went to the Cowboys, Deion would accept the job (Cowboys HC)?” Michael Irvin did not tip toe with his response. (Audibly laughing) “I believe that 100%, and I can tell you good sources told me that. Great sources have told me that.”

Similarly, Stephen A. Smith, one of Sanders’ most prominent friends in the media, advocated for a similar outcome. Smith has historically relished ridiculing the Cowboys, yet he suggested they should tank the season to draft Shedeur Sanders and hire Deion as head coach. While this is compelling television, it also serves as a testament to Sanders’ gravitational pull. The idea of Deion and Shedeur leading “America’s Team” was irresistible for pundits, even if it lacked substantive evidence.

The support for staying in Colorado

While NFL speculation dominates headlines, many insiders and analysts close to Sanders believe he is more likely to stay at Colorado. Joel Klatt, a former Colorado player and respected national analyst, shared a candid conversation he had with Sanders. According to Klatt, Sanders has repeatedly emphasized his purpose: developing young men and making a transformative impact at the college level. In Sanders’ own words, “I don’t believe I would be fulfilling my calling and purpose in the NFL.”

This perspective is not only consistent with Sanders’ public statements but also aligns with his actions. Colorado has provided Sanders with an unprecedented level of autonomy and influence. Unlike NFL head coaches, who are often beholden to ownership and player egos, Sanders operates as the unchallenged leader of the Buffaloes program. He has the freedom to shape the culture, recruit at will, and implement his unorthodox coaching style without interference. This environment, unique to Colorado, is a significant factor in his success and may prove difficult to replicate elsewhere.

Moreover, the potential for continued growth at Colorado is immense. If the Buffaloes win the Big 12 Championship and secure a College Football Playoff berth, the program’s recruiting power will soar. Already, Sanders has proven his ability to flip high-profile recruits, such as quarterback Julian “JuJu” Lewis, from established programs like USC. A successful postseason run could solidify Colorado as a perennial powerhouse, further elevating Sanders’ legacy.

The NFL Dilemma: Why It May Not Be a Fit

The idea of Sanders coaching in the NFL, while tantalizing, comes with significant challenges. The NFL is a vastly different environment from college football, with established hierarchies, player unions, and contract complexities that could hinder Sanders’ coaching style. In Boulder, Sanders is the unequivocal star; in the NFL, he would be one of many. The dynamics of coaching millionaire athletes who may not respond to his motivational tactics pose a potential obstacle.

Additionally, specific NFL teams present unique complications. The Dallas Cowboys, for instance, are known for owner Jerry Jones’ hands-on approach, which could clash with Sanders’ desire for control. As Dominique Foxworth pointed out on ESPN’s Get Up, the Cowboys’ organizational structure is often a deterrent for top-tier coaching candidates. While Sanders’ charisma and leadership could potentially overcome these hurdles, the odds are far from certain.

The Las Vegas Raiders, another team linked to Sanders, offer a slightly more appealing scenario. With promising pieces already in place and the allure of coaching in Las Vegas, the Raiders could be a viable option. However, the fundamental question remains: would Sanders want to trade the freedom and impact he has at Colorado for the constraints of the NFL?

Sanders debuted a new show on Tubi called, “We’ve Got Time Today”. On the show, Prime and co-host Rocsi Diaz discussed a number of centric talking points. After the 'A block', they introduced famous rapper and President of the Raider Nation, Ice Cube. The trio spoke about a number of topics, but Sanders would bring it back to sports, and specifically his Buffs. Sanders pressed Cube for advice on what he should do after this season. Ice Cube, unpredictably, gave Deion an out by talking up his achievements in college and was prepared to leave it there. Deion pressed again for advice. Once Cube realized he was hinting at the Raiders, he went full court press for joining the Raiders.

Deion the Marketer: Driving the Narrative

At the heart of this entire conversation is one undeniable truth: Deion Sanders is a master marketer. The timing and intensity of the NFL rumors have not been coincidental. Whether orchestrated directly by Sanders or amplified by his media allies, these discussions have kept Sanders and Colorado at the center of the sports world.

This marketing strategy serves multiple purposes. If Sanders is genuinely considering a move to the NFL, the speculation creates leverage, allowing him to negotiate favorable terms. If he intends to stay at Colorado, the rumors still benefit him by increasing his visibility and reinforcing his value to the program. Either way, Sanders emerges as the winner.

Furthermore, this narrative plays into Sanders’ broader strategy of elevating his players and program. By keeping Colorado in the national spotlight, Sanders creates opportunities for his players to shine, improving their draft stock and NIL earning potential. His ability to merge personal branding with program success is unparalleled in college football.

Balancing Legacy and Ambition

As Sanders weighs his options, the decision ultimately comes down to a balance between legacy and ambition. Staying at Colorado allows Sanders to continue building a program that could rival traditional powerhouses like Alabama and Georgia. It offers him the chance to cement his reputation as a transformative figure in college football, impacting countless young athletes along the way.

Conversely, a move to the NFL would position Sanders as one of the most high-profile coaches in the league, potentially reshaping perceptions of his capabilities. However, the risks are substantial. Failure to replicate his college success in the NFL could tarnish his legacy, while the constraints of professional football may limit his ability to innovate.

Deion Sanders is a once-in-a-generation figure whose impact transcends sports. Whether he stays at Colorado or takes on a new challenge, his influence will continue to shape the narratives of football and beyond. As fans and observers, we can only speculate about his next move. What remains certain, however, is that Sanders’ journey is far from over—and the sports world will be watching every step of the way.