Deion Sanders, whether you love him or hate him, is undeniably a master marketer. Despite the controversy surrounding him, his ability to turn a struggling program into a national brand is no denying.

When he arrived in Boulder, the Colorado Buffaloes had just one win. Under his leadership, the team’s visibility skyrocketed, even if their record didn’t improve dramatically. Now, he did this magic with a potent mix of social media savviness, reality TV stardom with his own OTT series showcasing his time with the Buffaloes, and a knack for securing lucrative branding deals. This year alone, he secured a mobile phone, smartwatch, and Nike shoe deals, all adorning the Buffaloes’ iconic black and gold colors. With the recent NCAA’s $2.8 billion rule, Sanders’ reign at Colorado seems even more secure.

NCAA’s new revenue sharing model could supercharge NIL

The NCAA just approved a new system where athletes will finally get paid some of the billions of dollars their schools make from them. The new agreement, reported by TIME, will see the “NCAA and conferences pay $2.77 billion over 10 years to more than 14,000 former and current college athletes who say now-defunct rules prevented them from earning money from endorsement and sponsorship deals dating to 2016.” Combined with already prevailing NIL deals, this could mean significant financial gains for star athletes. The University of Colorado, in particular, is expected to benefit significantly from this new system. 

Deion Sanders has already turned the Buffaloes into a national brand, attracting talented athletes seeking a piece of the financial pie. Thus, Colorado’s success hinges heavily on Deion. There is speculation that Deion might leave Colorado once his sons, Shilo and Shedeur Sanders, head to the NFL in 2025. Some rumors suggest he might become the next head coach at the Florida Gators, while others believe he might simply walk away from football to focus on family. If Deion departs, as some predict, it could spell trouble for the Colorado Buffaloes’ newfound success route. 

Will Colorado keep Deion Sanders or lose their future?

After such a lucrative NCAA ruling, losing Deion Sanders could be devastating for Colorado. His arrival brought a “Flutie effect” at the university with a 20% increase in overall applications, including a 50% rise in Black student enrollment alone. Now, the financial benefits extend beyond admissions. The Pro Football Hall of Famer also brought the 5430 Alliance to manage NIL deals for hundreds of Colorado athletes.  This was a major advantage for the Buffaloes, who had previously struggled to keep up with the NIL world.

Thus, it’s true to say that Deion’s “Coach Prime Effect“ has completely transformed the Buffaloes’ outlook. He’s paved the way for a brighter future for Colorado’s athletes, even attracting new transfers despite a losing record of 4-8.  No other team with such a losing streak would be attracting top talent unless it has Deion’s magic name. Thus, if Colorado loses Sanders, they risk losing their ability to lure star athletes who might avoid a school with no apparent future success. The university might have to sweeten the pot even further to prevent this, adding to Deion’s already hefty $30 million contract. Thus, the new NCAA revenue-sharing model could be a win-win for everyone involved. Student-athletes, Colorado, and even Deion could profit from this new system.